Bethan Blakeley Columnist T On the same page understanding of wider business contexts. Similarly, wider hese days, you see a lot of companies throw around business has a lot of work to do to finesse the shaping of a brief, buzzwords such as data-driven and customerensuring its grounded in the issue at hand and that the centric. We know data-centric companies are more commercial context is communicated properly. successful, so its no surprise that its something for One of the first questions I always ask when Im about to which a lot of companies are aiming and it seems they arent prepare a document for a new audience is Who are they? We doing too badly, either. An annual survey of leading global know its essential to tailor your content to your audience, so companies highlights this progress, with a huge 62% increase in its essential to understand more about that audience. What do companies appointing a chief data officer, or equivalent, over the they know, what dont they know? Where do their interests lie? past decade. Having said this, the report emphasises that it is too What are their goals and expectations, their hopes, questions, early to celebrate. worries, hypotheses? Whats their background where have they One of the main reasons people feel businesses struggle with come from? achieving this idyllic state of data-centricity isnt technology the More importantly, where are they going what will they be tech is there, ready and waiting. Its the people: 91% of those doing next with the information youre about to give them? surveyed claimed the culture, and people, in their organisations Do they want the nitty gritty of the data, or do they just want the were the greatest challenge in becoming data-driven. Research by overarching business solution? Realise Unlimited pinpoints the areas in which UK companies Once you know who they are, you can work out what your aim struggle: a lack of training, a lack of business understanding, and is. Whats the message youre trying data teams not working closely enough to convey? How do you want your with business teams, all make the list. audience to react to your Working in insight, and in data information? What do you want them specifically, we see these challenges We need to ensure everyone to think and feel? More importantly, every day in some form or another. is speaking the same what do you want them to do as a Whether its insight reports lacking language and that nothing gets result of speaking to you? What will the magical so what, or poorly lost in translation they know that they didnt know articulated business challenges leaving before, and what do you want them to too much room for interpretation, do about it? weve all struggled with the Make sure youve given them the tools they need to jump right consequences of these typical situations. into those actions. The tools may be a detailed evidence pack In my experience, one of the main issues underpinning all of with all the information on every technique used, your accuracy this is communication ensuring the key message is retained scores, your significance tests and your sample framework. It may and understood across the entire lifespan of the project. For the be a one-page summary. It could even be a few bullet points communication between teams to be effective, we need to this is what you should do and why. ensure everyone is speaking the same language and that nothing If you know who youre speaking to, what they want to know, gets lost in translation. what you want to tell them, your aim and theirs, its a case of Im not, by any means, advocating that we should all become putting the pieces together. What is the most efficient way to fluent in each others professions. We cant expect market convey your message to that audience? What potential barriers researchers to be expert copywriters, analysts to be expert might you face in this information exchange and how can you marketeers, or insight teams to be product designers. Every overcome them? profession has their own strength and that should be celebrated. Make sure youre speaking the same language so that the key I am merely suggesting that we should all learn each others message will be retained and understood across the entire lingo, so that we can talk to each other. The data and analytics customer journey, from inception through to delivery. industry, in general, has a lot of work to do to increase its 41 Impact ISSUE 37 2022_pp41_Blakely.indd 41 28/03/2022 15:26