Date post: | 12-Jan-2016 |
Category: |
Documents |
Upload: | stella-gibson |
View: | 212 times |
Download: | 0 times |
Finding the Hook: Making a Big Splash
Sharing excellence in delivering a compelling story to senior management
Workshop OverviewFor DUG Conference 12th October 2011
Andrew HymanHead of Commercial Analytics, Insight Group, GlaxoSmithKline
Workshop attendees
Attendees at workshop hosted by GSK on 12 June 2011:
Finding the Hook: Making a Big Splash
Sharing excellence in delivering a compelling story to senior management
Background Context
Information Insight Action
BUSINESS CONTEXT
The voyage to success
Based on model shared by Graeme Moore (Tesco)
Outline Agenda from the Workshop
Morning
Afternoon
Catch or no catch?
Sharing our experiences: when we have had an impact and when we
have failed
How to catch the prize fish?
Brainstorming what works and what
doesn’t
Landing the catch at home
Clarifying the take home messages to make a difference
in our day jobs
Let’s go fishing
Trialing techniquesusing a dynamic
exercise
Finding the Hook: Making a Big Splash
Sharing excellence in delivering a compelling story to senior management
Outputs
Problem Statement
We sought to capture the root causes behind the following problem statement during our final pre-lunch session:
How do we catch
the prize fish?
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
eUnsophisticated
software
Complex output
Data caveats
Technical challenges
Lack of analytical buy-in
Project management
Company culture Data & analysis
Software People CommunicationFinances & resources
Analytical team skills
Customer’s agenda
Sub-optimal relationships
Lack of support for analytics
team
Customer curveballs
Perception of ‘analytics’
Organisational complexity
Lack of senior sponsorship
Lack of key skills
Time pressure
Ineffective project closure
Ineffective project briefing
Imperfect delivery
Flawed story Outsourcing
Insufficient finance/resource
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
Summary
Finances1. Money not available for implementationSoftware
1. Output too techie
2. Software not fit for purpose
Project Management1. Analysts not always great project managers and
relationship builders
2. Absence of comprehensive project brief at outset3. Plan does not include embed and grow actions with clear accountability for implementation
4. Too little time allowed for communication, forming recommendations and for innovation
5. Project not completed at speed business requires
Root cause headlines
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
Finances1. Money not available for implementationSoftware
1. Output too techie
2. Software not fit for purpose
Project Management1. Analysts not always great project managers and
relationship builders
2. Absence of comprehensive project brief at outset3. Plan does not include embed and grow actions with clear accountability for implementation4. too little time allowed for communication, forming
recommendations and for innovation project not completed at speed business requires
Communication1. Poor presentation / communication skills2. Analysis fails to land because:
i. Not aligned to what makes decision makers tickii. Material presented is too complex for audienceiii. Communication focused on explaining / justifying analytics instead of providing clear recommendations
Root cause headlines
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
Finances1. Money not available for implementationSoftware
1. Output too techie
2. Software not fit for purpose
Project Management1. Analysts not always great project managers and
relationship builders
2. Absence of comprehensive project brief at outset3. Plan does not include embed and grow actions with clear accountability for implementation4. too little time allowed for communication, forming
recommendations and for innovation project not completed at speed business requires
Communication1. Good analysis doesn’t land due to poor communication skills
2. Analysis fails to land because:1. Not aligned to what makes decision makers
tick2. Material presented is too complex for audience3. Comms focused on explaining / justifying analytics instead of providing clear recommendations
Root cause headlines
Company culture1. Few senior leaders have analytical background 2. Organisational complexity can be a barrier to get
everyone bought in and actions implemented3. Gut instinct trusted more than analytics4. Managers afraid of numbers and analytics5. Analytical team peripheral and undervalued
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
Finances1. Money not available for implementationSoftware
1. Output too techie
2. Software not fit for purpose
Project Management1. Analysts not always great project managers and
relationship builders
2. Absence of comprehensive project brief at outset3. Plan does not include embed and grow actions with clear accountability for implementation4. too little time allowed for communication, forming
recommendations and for innovation project not completed at speed business requires
Communication1. Good analysis doesn’t land due to poor communication skills
2. Analysis fails to land because:1. Not aligned to what makes decision makers
tick2. Material presented is too complex for audience3. Comms focused on explaining / justifying analytics instead of providing clear recommendations
Root cause headlines
Company culture1. Few senior leaders have analytical background 2. Organisational complexity can be a barrier to get
everyone bought in and actions implemented3. Gut instinct trusted more than analytics4. Managers afraid of numbers and analytics5. Analytical team peripheral and undervalued
Data and analysis1. Lack of understanding undermines trust in analysis
and recommendations
2. Lack of commercial mindset behind analysis3. Poor quality / lack of data
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
Finances1. Money not available for implementationSoftware
1. Output too techie
2. Software not fit for purpose
Project Management1. Analysts not always great project managers and
relationship builders
2. Absence of comprehensive project brief at outset3. Plan does not include embed and grow actions with clear accountability for implementation4. too little time allowed for communication, forming
recommendations and for innovation project not completed at speed business requires
Communication1. Good analysis doesn’t land due to poor communication skills
2. Analysis fails to land because:1. Not aligned to what makes decision makers
tick2. Material presented is too complex for audience3. Comms focused on explaining / justifying analytics instead of providing clear recommendations
Root cause headlines
Company culture1. Few senior leaders have analytical background 2. Organisational complexity can be a barrier to get
everyone bought in and actions implemented3. Gut instinct trusted more than analytics4. Managers afraid of numbers and analytics5. Analytical team peripheral and undervalued
Data and analysis1. Lack of understanding undermines trust in analysis
and recommendations
2. Lack of commercial mindset behind analysis3. Poor quality / lack of data
“Analytical insight gets lost in communication and recommended actions are not taken. This means that opportunities are missed to provide a better offering to customers, to simplify processes and systems, and to drive profits for our businesses”
People1. Analysts focus on insight, not action 2. Analysts seen as, or are, aloof from the business3. Output does not give answer wanted, so ignored4. Relationship / trust issues mean analysts fail to win
hearts and minds of stakeholders
The Golden Rules of Landing Analytics
1. Know your objective and desired outcome at all times
2. Identify and understand your stakeholders. Take them on the journey with you
6. Follow-up and review
4. Keep it simple and concise
5. Deliver actionable and commercial recommendations
3. Recognise and mitigate risks
Insight
INFORMATION
INSIGHT
ACTION
BUSINESS CONTEXTTHE MODEL We need to convert the
Information we have into Action that the business can take
Insight is the mechanism to do this successfully
And through the work, it is key that we always keep the Business Context in mind
THE BENEFIT It’s a simple model which
you can keep front of mind
It should compliment existing structures / training Project Planning Communication Gaining Commitment Customer Focus
BUSINESS CONTEXT / PURPOSE What are we trying to answer? Why? What is expected from any work?
INFORMATION What data do we have available? What quality / risks are there with the data?
INSIGHT How can you visualise / analyse the data? How can you interpret data? How can you relate it back to the
customer? How can you make a decision on what is
relevant? How can you best communicate? Verbal /
Written? What are the key take outs? Experience: Learning from doing
ACTION / REVIEW What has happened as a result of your
insight? What is the decision / action in the
business? What will change in your team / the
business going forward?
Insight: A Simple Business Model ENCOURAGING INSIGHT
Additional detail
4. Keep it simple and concise• Focus on the killer slides. Prepare for the “elevator moment”
5. Deliver actionable and commercial recommendations• Don’t get lost in the analysis, stick your head up every now and then. Demonstrate a commercial mindset
1. Know your objective and desired outcome at all times• Answer the right question. Offer constructive challenge
• Start at the end. What is the endpoint?
• Define what success will look like
2. Identify and understand your stakeholders. Take them on the journey with you
• Collaborate, don’t ‘just’ deliver. Plan for this in project timelines
• Tailor your approach to the audience; deliver ‘fit for purpose’
• Drive early and continuous stakeholder engagement
3. Recognise and mitigate risks
• Practise your final delivery. Anticipate and prepare for curveball questions• Take key stakeholders through the delivery in advance of your final presentation
• Identify risks in planning and monitor throughout the project
6. Follow-up and review• Agree who will take the next steps to ensure implementation
• Follow up. What happened next?
• Conduct a project review and pass learnings on to others in the team