Master Insights Delivery: Final Step in Data Analytics

Ievgen Krasovytskyi

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Head of Marketing

December 5, 2024

Welcome to the final stage of our 12-Step Data Analytics Roadmap series. So far, we’ve laid the foundation with The Plan, moved through Data Collection, and covered Data Preparation in the previous stage.

Now, it’s time to bring everything together with Insights Delivery – the step where all your hard work with data turns into meaningful decisions that drive business growth.

In this stage, we’ll explore the tools and techniques needed to deliver insights effectively, from creating ad-hoc reports in spreadsheets to building dashboards in BI tools and presenting findings to stakeholders.

By the end of this article, you’ll know how to ensure that your data doesn’t just sit idle but drives real business optimizations.

This is the final part in our series “The Data Analysis Process”, if you're following along, check out the previous articles in the series:

💡 Ready to deliver impactful insights? Watch #4: Insights Delivery – Turning Data into Actionable Business Decisions to learn visualization techniques and presentation best practices. Empower your team with reports that drive growth and efficiency!

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Recap: The 12-Step Data Analytics Roadmap

If you’re new to our roadmap, here’s a quick recap of the 12-Step Data Analytics Roadmap, a proven framework built on solid strategies and tactics trusted by thousands of businesses.

It’s divided into 4 BIG stages that ensure your data efforts lead to meaningful results:

Stage #1: The Plan

The journey begins with clarity. This stage focuses on defining the right questions to answer and identifying the key metrics to measure. Knowing what you’re aiming for is crucial to achieving business success.

Stage #2: Data Collection

This stage is all about gathering the right pieces of information. Ensuring the data you collect is complete, trusted, and relevant is critical to setting the foundation for analysis.

Stage #3: Data Preparation

Once the data is collected, the next step is to prepare it for analysis. This involves cleaning, structuring, and validating the data to ensure reliability. Proper preparation transforms raw data into something usable and meaningful.

Stage #4: Insights Delivery

Finally, we arrive at Insights Delivery, where all the hard work pays off. This stage involves turning data into actionable reports and delivering them to the right stakeholders. The focus is making insights accessible, understandable, and, most importantly, actionable.

What Is Insights Delivery?

Insights Delivery is the culmination of all the hard work in the data analytics process. It’s where raw data is transformed into meaningful insights and presented in ways that enable decision-makers to take action.

Without proper delivery, even the best-prepared data loses its value. This stage ensures that insights are accessible and actionable – turning numbers into strategic business moves.

Steps to Transform Insights Delivery

Delivering insights effectively is the final step that ensures your data efforts translate into real business value.

So, let’s dive into the first critical part of the Insights Delivery stage: Data Visualization. It’s already Step #10 in our 12-Step Data Analytics Roadmap, where we transform data into stories that inspire action.

Step #10: Visualize - Turn Data into Stories

The first critical part of the Insights Delivery stage is Data Visualization. This is Step #10 in our 12-step Data Analytics Roadmap.

Purpose of Data Visualization

Visualization isn’t just about making your data look pretty or adding fancy charts—it’s about making information accessible and understandable, especially for non-technical stakeholders. These stakeholders are not meant to be running VLOOKUPs in spreadsheets or adjusting chart colors – they’re decision-makers. Their role is to act on the insights you deliver.

A well-crafted report bridges the gap between complex datasets and actionable strategies. In essence, data visualization transforms information into a compelling story, one that’s easy to follow and inspires action.

Choosing the Right Visualization Tools

To create effective visualizations, you need the right tools. If your goal is to build polished reports that are referenced regularly, classic visualization tools are ideal. Let’s go over the top options:

1. Looker Studio:

Looker Studio is user-friendly and integrates seamlessly with Google services like BigQuery, Google Sheets, and Google Analytics. It’s an excellent choice for teams that need quick, shareable dashboards without the complexity of more advanced tools.

One of its biggest advantages is that it’s free, making it particularly appealing for smaller teams or businesses operating on limited budgets.

2. Tableau:

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Tableau is renowned for its advanced features, making it ideal for creating highly interactive and visually compelling dashboards. Often compared to a Tesla for its power and sophistication, Tableau stands out for its ability to handle intricate, detailed reports.

3. Power BI:

Power BI balances simplicity and advanced functionality, positioning itself as a middle ground between Looker Studio and Tableau. It integrates seamlessly with Microsoft products like Azure, SQL Server, and Excel, making it particularly appealing to businesses already in the Microsoft ecosystem.

With free and paid versions available, Power BI caters to a wide range of users, from small teams to large enterprises. Each of these tools excels at creating high-level overviews, but they are not ideal for fast, ad-hoc reporting. Let’s turn to spreadsheets for that.

Spreadsheet Reporting for Ad-Hoc Analysis

When it comes to ad-hoc reports, spreadsheets like Google Sheets and Excel are irreplaceable. They allow you to:

Pivot data quickly.
Adjust calculations on the fly.
Explore scenarios in real time.

Spreadsheets provide the flexibility that rigid BI tools often need to improve. They empower users to interact with data directly, making them invaluable for day-to-day decision-making.

Here’s why they shine:

Familiarity: Most business professionals already have basic spreadsheet skills.
Collaboration: Tools like Google Sheets allow multiple users to simultaneously work on the same report.
Real-time Decisions: Spreadsheets let you create quick insights within minutes, helping businesses act on up-to-date data.

Spreadsheets aren’t just about tables and charts—they’re about empowering users to dive deeper into data for a richer understanding.

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Guidance on Creating Effective Visuals

Once you’ve chosen your tools, ensuring your visuals communicate effectively is essential. Here’s how:

Highlight Key Metrics

Focus on what matters most. Not all metrics are created equal, so your visuals should highlight the most relevant KPIs to your business questions.

Color and Design

Good design isn’t just about aesthetics—it’s about making your data easy to understand. Use:

Conditional formatting to draw attention to trends or anomalies.
Heatmaps and color scales to make comparisons clearer.
Strategic colors (e.g., green for positive trends, red for negative ones) to provide context.

Data Storytelling

Every visualization should tell a story that answers three key questions:

What happened?
Why did it happen?
What should we do next?

Like a great Pixar movie starts with a “What if?” question, your reports should take stakeholders on a journey. Done right, your visuals don’t just inform – they inspire action.

Step #11: Share - Getting Insights to the Right People

Once your data has been effectively visualized, the next crucial step is ensuring these insights reach the right people at the right time. This is Step #11 in our 12-Step Data Analytics Roadmap, where the focus shifts from crafting the data story to delivering it in a way that drives action.

Regular Refreshes

Keeping stakeholders informed and aligned requires regularly updated reports. Setting a consistent schedule ensures that everyone has the latest information to act on, whether daily, weekly, or monthly.

For instance:

Weekly sales reports updated every Monday can help sales managers identify underperforming products and adjust strategies mid-week.
Daily Facebook Ads reports enable marketers to switch off ineffective campaigns and reallocate budgets in real-time.

Reports act as a pulse check for your business, and timely updates ensure decisions are always based on current data.

Tailoring the Format

Different stakeholders have different needs when it comes to reports. Tailoring the format and level of detail ensures the insights are both relevant and actionable:

1. For C-Level Executives

Provide summarized reports emphasizing key trends and insights, ensuring they are concise and easy to understand. Deliver these reports in PDF format, featuring clean charts and high-level overviews ideal for strategic decision-making during meetings.

2. For Managers

Provide detailed, interactive reports that enable a deeper exploration of data. Using tools like Google Sheets or Excel, managers can filter, sort, and analyze data from various perspectives, allowing them to uncover actionable insights tailored to their needs.

3. For Business Teams

Enhance collaboration with tools like the OWOX Reports Extension for Google Sheets. Analysts can save queries to corporate data (data marts) and easily share them with business users, allowing them to filter and sort data independently without needing to code.

Teams can quickly visualize their data using the Pivots & Charts button and set flexible schedules to review fresh dashboards. This tailored approach ensures that every stakeholder receives insights in a way that aligns with their role and workflow.

Creating a Feedback Loop

To make reports as effective as possible, establish a feedback loop in which stakeholders are encouraged to engage with the data and provide input.

1. Encourage Questions

Create an environment where stakeholders feel encouraged to ask for clarification or request deeper insights. For instance, an executive might seek additional details about a specific KPI, or a team member could propose tracking a new data point to address emerging priorities.

2. Iterate and Improve

Use feedback to refine your reports by adjusting formats, incorporating new data, or enhancing visualizations as needed. This continuous improvement ensures that your reports consistently provide the most relevant and actionable insights.

Why Sharing Is More Than Just Delivery

Sharing isn’t just about sending reports or dashboards. It’s about making sure the insights are:

Understood: Stakeholders should grasp the significance of the data presented.
Valued: They should see how the insights align with their goals.
Acted Upon: The reports should inspire decisions and drive meaningful outcomes.

By tailoring the format to your audience's needs, scheduling regular updates, and fostering a culture of feedback, you can ensure that your data insights consistently deliver real business value.

Step #12: Guide - Driving Action with Data

We’ve visualized our data and ensured it reaches the right people. This is the final, perhaps the most critical step—because without action, all the effort put into data collection, preparation, and delivery is meaningless.

This stage empowers stakeholders to make informed decisions using dashboards and reports.

1. Add Tooltips and Annotations

Tooltips and annotations are essential for providing additional context and explanations. They clarify data points, define metrics, and highlight important trends or anomalies.

Best Practices:

Keep tooltips concise but informative.
Use annotations to tell a story or emphasize key takeaways.
Maintain consistency in formatting and avoid overwhelming users with unnecessary colors.

By embedding helpful hints and explanations directly into your dashboards, you make them more intuitive and user-friendly.

2. Create Tutorial Videos

Short, focused video tutorials can demonstrate how to navigate and interpret dashboards effectively. They ensure stakeholders fully leverage the data provided.

Best Practices:

Use tools like Loom to record screen demonstrations with voiceovers.
Keep videos short (2-3 minutes) to retain engagement.
Use simple, jargon-free language.
Highlight real-world scenarios where the insights can be applied.
Link these videos directly to the dashboard for easy access.

Tutorials help stakeholders understand not just what the data says, but how to act on it.

3. Create Supporting Documentation

Creating a data dictionary or supporting documentation enhances transparency and trust for long-term projects. This serves as a go-to reference for stakeholders, explaining the origins and meaning of the data.

Structure of a Data Dictionary:

Metric Names: Clearly state the names as they appear in reports.
Definitions: Provide concise explanations of what each metric represents.
Calculation Methods: Include formulas or methodologies.
Data Sources: Identify where the data originates from.
Refresh Schedules: Indicate how often each report or data point is updated.
Contact Information: Provide details for queries.

Best Practices:

Keep definitions simple and jargon-free.
Update the dictionary regularly to reflect changes.
Make it easily accessible by linking it directly from dashboards or reports.

Supporting documentation ensures stakeholders understand the “why” and “how” behind the data they use.

4. FAQ Sections

As the number of stakeholders grows, creating an FAQ section helps address common questions and reduce confusion. This is particularly helpful in minimizing support requests and ensuring smoother data interactions.

Best Practices:

Organize FAQs into categories (e.g., Data Sources, Navigation, Troubleshooting).
Provide clear answers with links to additional resources if needed.
Integrate FAQs directly into dashboards using text widgets or external links.
Add a form to collect new questions and continuously improve the FAQ section.

FAQs save time for both data teams and users, making the analytics process more efficient.

5. Highlight Potential Pitfalls

Acknowledging risks and pitfalls ensures responsible data use. It fosters a culture of cautious decision-making and emphasizes the importance of proper analysis and validation.

Common Pitfalls to Highlight:

Decisions made without considering data often lead to missed opportunities or costly mistakes.
Misinterpretations of data can result in flawed strategies.
Making decisions based on incomplete data or without context can harm outcomes.
Poor data quality can lead to erroneous conclusions, stressing the need for robust data governance.

Promote a blame-free culture, where mistakes are viewed as learning opportunities. Encourage stakeholders to question and validate data before making critical decisions.

💡Challenges and discover how to overcome them with ease. Uncover insights to streamline your processes and drive impactful decisions. Read now Top Data Analytics Challenges

Bonus Tip: Be Ready to Defend Your Data

Even with ideally collected, cleaned, and visualized data, stakeholders might still question its accuracy – especially when the insights challenge their expectations or deliver surprising results.

Preparing to defend your data is essential for maintaining trust and ensuring stakeholders stay focused on solving problems, not doubting your analysis.

1. Keep Quick Validations Ready

Always keep a backup or raw dataset readily available to verify your numbers when needed. Having a spreadsheet or an unprocessed data file that aligns with the metrics in your report allows you to cross-check figures quickly and reassure stakeholders of your data’s accuracy. This approach is invaluable in building trust, as it provides a transparent way to address any concerns about the data.

2. Document Your Data Transformation Processes

Ensure your data transformation processes are well-documented, like a recipe book anyone can reference. Add comments in your SQL code using double dash signs to clarify calculations and methodologies. This transparency fosters confidence in your work, reduces misunderstandings, and makes it easier for stakeholders to understand how you derived the final insights.

Key Takeaways

Let’s summarize the importance of the final 3 steps in this in our 12-Step Data Analytics Roadmap:

Step #10: The Art of VisualizationData visualization is like cooking a gourmet meal—making information easy to digest and transforming raw numbers into compelling, actionable stories.
Step #11: Sharing - Timing Is EverythingJust like serving a meal, timing and freshness are critical. A well-timed report ensures alignment and decisions are based on up-to-date information.
Step #12: Guiding - The Final CourseGuiding stakeholders is like explaining each course of a meal. It ensures everyone understands the data, knows how to act on it, and feels confident in making decisions.

Data is only as powerful as the decisions it drives. When insights are presented with precision – using visualization, timing, and guidance – they fuel action and deliver real business impact.