Every day, analysts find a myriad of insights that could provide significant value for their organizations. Unfortunately, many (very possibly most) of them are ignored. What’s getting in the way?
In a recent webinar for Clarabridge, I discussed five customer analytics mistakes to avoid. One of the mistakes is “Forgetting to be relevant.” Rather than trying to replicate my entertaining banter, I put together this figure showing an example of the obstacle… and the opportunity to overcome it.
The key lesson is described in the graphic:
Analytical findings must be translated into meaningful terms for the people who need to take action on the insights.
- Analytics are meaningless unless they lead to action.
- You need to translate insights into a language that stakeholders understand.
- People want to know what’s in it for them.
The bottom line: You may need to focus less on the analytics, and more on the business.
This blog post was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018.