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Heather Fitzgerald manages a group that places rivers of knowledge to work.
Fitzgerald, the senior vp of distribution intelligence and buyer relationship administration technique at Jackson Nationwide Life Distributors, Jackson’s annuity distribution arm, and members of her group flip chaotic torrents into useful streams that Jackson can use to assist customers put together for retirement.
She has a bachelor’s diploma from Michigan State and a grasp’s diploma in enterprise from the College of Detroit Mercy. She labored in knowledge analytics in Chicago, Detroit and Silicon Valley earlier than becoming a member of Jackson in 2019.
Fitzgerald not too long ago answered questions, by way of e mail, about her view that the center of what her group does is knowledge storytelling. The interview has been edited.
THINKADVISOR: What’s knowledge storytelling?
HEATHER FITZGERALD: Information storytelling is the method and skill to translate typically complicated and disparate knowledge into easy, business-oriented phrases to impression a call or motion.
Information storytelling can be utilized to higher visualize knowledge in a means that enhances viewers engagement and influences giant and small-scale enterprise actions akin to gross sales and pipeline reporting, new product introductions, aggressive evaluation, buyer conduct and workforce productiveness, amongst others.
Telling a narrative with knowledge will help audiences get from Level A (the place they’re) to Level B, which is the place they’ve the ‘aha’ second that may change every thing.
What might an instance of knowledge storytelling appear like?
Information storytelling can take many types, and it actually relies on the viewers, matter, business and even the tactic of presentation (report, dialogue, PowerPoint presentation, dashboard, and many others.). Briefly, there is no such thing as a proper or unsuitable technique to share the information, however understanding your viewers and the strategic decisioning that may happen due to your knowledge story ought to dictate the shape.
The next three elements are a very powerful — the information, the narrative and the visible — and people might be very completely different based mostly on the use case or the issue you are attempting to unravel or reply.
What assets does an organization want to prepare an efficient knowledge storytelling effort?
Information storytelling might be profitable in a corporation based mostly on 4 primary elements: individuals, processes, platforms and knowledge.
The individuals side is paramount to drive an influential enterprise intelligence/analytics perform, and infrequently these individuals are exhausting to seek out.
They need to be capable of communicate the language of the enterprise whereas understanding the know-how aspect as nicely. In addition they must develop the story surrounding the information and the enterprise drawback by utilizing not solely numbers, but in addition visualization and a compelling and fascinating narrative — all on the identical time.
It’s not straightforward to seek out this skillset, however when you do, you notice how important it’s to the enterprise.
Who tends to do nicely in knowledge storytelling?
Though it’s important to have classically skilled analytics group members (together with those that embrace the predictive and prescriptive nature of the place knowledge has advanced to), having a real pure curiosity in regards to the numbers, the enterprise and the aggressive panorama actually units candidates aside from each other.
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