“The data doesn’t speak for itself, they need a good storyteller,” said CEO of Duarte Inc., the largest communications company in Silicon Valley. Her inaugural speech was on the second day of MarTech and she gave all listeners an idea of what is missing in the data world: effective communication.
“Some have already said that the new oil is oil,” “However, the results [of the data] are hidden without the help of a communicator.”
The gap between social skills
Jobs for scientists and data analysts have skyrocketed in recent years. (Statistician and data scientist were two of the top places in 2020). At the same time, there was a greater demand for social skills (writing, problem-solving, etc.).
social skills as the largest skills gap identified by LinkedIn’s Talent Insights tool. They found that 1.6 million jobs are open to people with social skills, nearly a million of whom have applied for oral communication skills.
A separate study by Burning Glass Technologies found that the demand for personal skills for potential analysis is greater than the average demand for all occupations.
“This suggests that employers want their data managers to know how to communicate correctly,
This gap offers promotion opportunities for individual data scientists. This is because, as Duarte suggests, “most data functions are less about the criteria themselves, but more about understanding and applying the data for commercial use.”
Communicate data-based problems and opportunities
Scientists and data analysts view data 24 hours a day. But before others in the organization can use the data, it must be explained.
‘Data communication is difficult for some people,’, ‘because when analyzing the data it affects two things: it identifies a problem or an opportunity in the data.
Action must be taken to resolve the problem or opportunity.
“The ability to identify and communicate the action moves [the data scientist] from an employee to a strategic advisor,” “When you build that muscle, you become a more reliable narrator of data.”
With confidence, the computer scientist can inspire others and become a leader. But it only happens by learning to tell an effective story.
5 ways to track your data
To have an impact on the audience, the presentation has to mean something. For Duarte, meaningful communication is achieved through five strategies:
1. Visualize the data for your audience.
The images are part of a holistic strategy to present the important parts of a studio to the public. This combination of elements must be tailored to the preferences of the audience. But in general, the most important data has to be visually striking to stand out. The context must also be included and does not in any way give you permission to hide or select data.
2. Structure your insights as a story.
Storytelling opens up neural pathways in the audience that are more appealing to everyone, creating more memories and sensory perceptions than dry letters and letters. Structure your data and history around your data using a basic three-action format. Start with the problem or opportunity that appears in the data and work with the supporting data (in Act 2) to arrive at the actions that will resolve the conflict.
3. Choose the best action.
Verbs or actions are the main types of words in data-related stories. Verbs represent recommended actions that result from data analysis. These verbs should be performance-oriented so that older learners can recognize and accept them as valuable advice.
4. Add data to something related.
As Duarte noted, people have general knowledge and experience with basic measurements. They know the basic units of time and space. It can represent the size of a football or soccer stadium. The conversion of the indices to these related base units shows the magnitude of the problem or opportunity.
5. Make data human.
Remember whom you are talking to and your audience. This allows the audience of the presentation to see a result based on what the data indicates or recommends. For example, a company wants to increase the turnover or turnover of its customers. First, it is best to think about specific groups of customers and how they will be served.
Know your audience, know your role
Humanizing the data makes the story more compelling, but it also reminds the analyst why he is telling the story.
“When we work with data, we have to look at it objectively and analytically in many functions,” we need to suspend our prejudices and let our critical thinking dominate the whole analysis. But once we’ve delivered and analyzed all of the data, we sometimes forget the power of knowing the people who generated the data.
As an analyst, the data you provide will correspond to the business or customers you serve. Promote the analyst in the role of mentor, leader.
Once the roles are clarified, a better story can be told as the foundation is laid for the growth and development of an empathetic bond. Only through empathy and recognition can the narrator “really create a sense of admiration in the audience”.