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Get a Job in Marketing Analytics (Post 4): Clear Communication

Get a Job in Marketing Analytics (Post 4): Clear Communication

Alright, you’re doing well. You understand the business questions and have the technical skills to figure out the answers. Now comes the part most analytical professionals (unfortunately) trip over.
 
Communication.
 
The work is not done until it has been successfully communicated to the people in the organization who need to understand it. Please note the deliberate use of the term “successfully”. Just because someone throws up a few hundred flashy charts and data tables doesn’t mean anything useful was communicated. In fact, it probably means that nothing useful was communicated.
 
Good communication is tricky, especially in an analytics context. But it is so, so, so, so, so, so, SO, SO, SO very critically important. Please don’t underestimate how important this one is. It’s the difference between a brilliant, fulfilling, exiting career and an unsuccessful, marginal, and discouraging existence.

Comic Source: xkcd.com

Comic Source: xkcd.com

While there is a lot that can be said about good communication in analytics, here is the one rule that will get you closest to communicating brilliantly.
 
Communication Rule #1: Show your analysis to someone who cares. Listen to their feedback, humbly. Change your presentation so it makes sense to them.
 
Do this one thing, and you will become an awesome communicator of analytical insights. Nothing is sacred in your presentation. If it doesn’t make sense or add to the point, change it. Or better yet, take it out all together. No one cares how much work it took you or how clever your analysis was. Just tell them what they need to know. Only keep the parts they get excited about.

Next time we’ll discuss the first of the five important channels – Your Resume. Or you can get the whole story by downloading the ebook here.