Communicating Insights

The Art of Communicating Insight

The success of any service oriented business depends largely on how effective its employees communicate the value they provide their customers. This becomes paramount for Big Data / Analytics service providers where identifying and communicating “actionable insight” to their customers is the value. The ability to communicate analytics and insight effectively drives the quality of the relationship between the provider and client. Effective communication has become part of the job for any tech savvy analyst.


Whether working with internal or external customers, an analyst’s ability to communicate clear messages about the data and actions needed is crucial. The quality and clarity of communication about the insight found can have a tremendous influence to drive the actions that were identified from the analysis. From my experience being in the insight business at iWeSocial and working with clients across many different industries – communicating insights effectively will dictate the success or failure of any project.


An effective analyst will be able to combine visual (show the supporting data) and verbal (communicate the insight) messages to convey the findings, empowering the end user to act on the insight.


How Do You Communicate Insight Effectively?


communicate effectivelyEffective insight communication refers to the ability to tell a story through data to address business challenges. To be able to answer these questions:


  • What happened?
  • What is currently happening?
  • What’s going to happen?


Communicating insight involves connecting the dots between the overall business challenge down to what we identify as corrective action. No matter what the deliverables, to communicate insight effectively starts with setting clear goals for the analysis.


Another key factor of successful insight communication is to know your audience. Are you speaking to an executive team focused on overall business drivers or the head of marketing or sales? Each will have their own set of questions they are wanting the data to help answer. For example, the sales executive may want to understand how to increase sales productivity or increase customer acquisition. Meanwhile, the marketing executive will want to know about marketing effectiveness and customer engagement.


From my experience in delivering insight to a variety of clients, I have noticed several themes. Specifically, to be able to communicate your insight effectively, I recommend that you keep the following in mind:


Know your audience
  • Their pain-points
  • Business challenges they face
  • Questions they are trying to answer


Keep it simple
  • Avoid technical jargon
  • Simple, actionable findings
  • Leverage clear visualization


Connect Insight to the Bottom Line
  • Increase in revenue
  • Reduction of cost structure
  • Increase in average spend per customer


In summary, effective insight communication is the ability to convey your findings to key stakeholders to drive action – so they can do something differently than the way they’ve been doing it. With effective insight communication, always try to provide a clear answer to a business questions, not merely providing another piece of data. The insight should focus on the business impact; if the insight doesn’t lead to an action, then question whether to include it at all.


The success of any business depends largely on how effective they are at using data that’s turned into insight to drive their business forward. The question is: “How can we communicate these insights more effectively for greater business return?”