Analytics Providers Should Know the Audience
• If the presentation deck is more than 10 pages long, include the details as part of an appendix.
• If any page has more than five bullet points, cut it down.
• If a bullet point looks like a dissertation, cut it down to five to eight words.
Long presentation decks are mind-killers and they stop good conversations. A similar philosophy applies to dashboard design, too: If it looks too much like that of a Boeing jet, try to make it more like an Audi’s dashboard. Most times, less is more — way more. If you doubt that, think about how you consumed “Les Misérables,” unless of course you majored in French literature.
Finally, the users must be reminded that there is no silver bullet in data and analytics, as well. Be aware of the ones who claim that their product and solution are all you ever need. Unless, of course, the machine can do all the things that I listed in Point No. 1 above, all automatically, all in real-time. That will be the day, won’t it? But that is again a whole new subject.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at firstname.lastname@example.org.