Building Partnership to Tell Great Stories
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William Gaker
Building partnership to tell great stories
William Gaker
Copyright 2013 William Gaker
Agenda
The purpose of analytics and the importance of partnership
helping decision-makers understand analytics
analytical training approach
questions
Copyright 2013 William Gaker
William Gaker
The purpose of analytics and the importance of partnership
Copyright 2013 William Gaker
The pool of shared meaning is the birthplace of synergy
-Kerry Patterson
Copyright 2013 William Gaker
Opinion Data Metrics Analytics Meaning
Value
to Story
telling
The purpose of analysis is to create a shared meaning that encourages informed action
Copyright 2013 William Gaker
Opinion Data Metrics Analytics Meaning
Value
to Story
telling
action is possible when workforce analysts and HR leaders partner to understand the story
Copyright 2013 William Gaker
The skill sets of decision makers and analysts are complimentary
!Collaboration is key to
leveraging analytical insight !
Decision makers and analysts must understand each other to collaborate effectively
Business Knowledge Research Knowledge
navigates Political systems navigates information systems
Experience Analytical Skills
Applies insight to business context
finds insight to Answer business questions
Decision-Makers
Workforce Analysts
Improve Storytelling through Collaboration
Copyright 2013 William Gaker
In order for workforce analysts and decision-makers to collaborate
effectively, they need to understand each other’s perspective
Because workforce analytics is a relatively new field, it is often necessary to help decision stakeholders understand the
purpose and value of analytics
Improve Collaboration by leveraging expertise
Copyright 2013 William Gaker
William Gaker
Helping decision-makers understand analytics
Copyright 2013 William Gaker
Ask Questions to Tell StoriesAnalytical training approach
Encourage curiosity
Help leaders ask great questions
Communicate the value of analytics and the benefits for the business
Teach the big picture and how leaders fit into the overall process
Reduce anxiety by relating the unfamiliar to the familiar
Make the learning process easy to remember and apply
Copyright 2013 William Gaker
Ask Questions to Tell StoriesAsk Questions to Tell Stories
Questions
Insight
Workforce Analytics
Decision Makers
The purpose of analytics is to answer questions
Analytics is most useful when it answers questions important to leaders
Workforce analysts should help decision makers ask the right types of questions
Copyright 2013 William Gaker
Data-Oriented
Objective
TestableSpecific
Connect the DOTS
Data-Oriented !
Research questions need evidence in order to be answered
!Asking questions this way helps you understand what insights to look for
!Questions that are not data-oriented
usually need to be more specificCopyright 2013 William Gaker
Data-Oriented
Objective
TestableSpecific
Connect the DOTS
Objective !
Great questions do not have the desired answer built-in
!It only takes a little re-working to make a question more objective
!Make sure the answer to your question has
the possibility of being positive and negativeCopyright 2013 William Gaker
Data-Oriented
Objective
TestableSpecific
Connect the DOTS
Testable !
Great questions allow you to test your instinct
!Confirming or disconfirming an educated guess keeps you focused on the question
and allows you to form a theory !
Sometimes the greatest learnings happen when the answer is not what you expect
Copyright 2013 William Gaker
Data-Oriented
Objective
TestableSpecific
Connect the DOTS
Specific !
Specific questions focus the insights you are looking for and make them easier to find
!Broad questions can usually be
broken down into several specific questions !
Copyright 2013 William Gaker
Data-Oriented
Objective
TestableSpecific
Connect the DOTS
Connect the DOTS !
Asking great questions will lead you to insights that create meaning and drive action
!Connect insights together to answer bigger
questions and build a business case !
Use these insights to create a narrative that sparks a sense of urgency
Copyright 2013 William Gaker
Ask Questions to Tell StoriesThe REsearch process
Ask Questions
Test a Theory
Collect EvidenceTell a Story
Check Results
Copyright 2013 William Gaker
Ask Questions to Tell StoriesThe REsearch process
Step 1: Ask Questions
Copyright 2013 William Gaker
Curiosity is the foundation of the entire research process
Leaders can add value to the process by asking questions
Workforce analysts can add value by asking questions of their own and
working to answer the questions most important to leaders
Ask Questions to Tell StoriesThe REsearch process
Step 2: Test a theory
Copyright 2013 William Gaker
Asking questions in the context of a theory structures your thinking about
how to answer your question
Leaders can leverage experience, intuition, and knowledge of the
business to develop theories
Workforce analysts can add value by developing theories, testing theories, and ensuring methodology is robust
Ask Questions to Tell StoriesThe REsearch process
Step 3: Collect evidence
Copyright 2013 William Gaker
Evidence is required to discover insight, answer questions, and
understand your theory
Leaders can unlock access to information and provide resources to
facilitate data collection
Workforce analysts consult on data collection strategy, methods, and
structure it to provide insight
Ask Questions to Tell StoriesThe REsearch process
Step 4: Check results
Copyright 2013 William Gaker
Analyze the information to get insight
It is crucial to check the results to ensure that the insight is authentic
Leaders place insight in context to ensure they align with what is already known
Workforce analysts find insight and can view results from a different perspective
If results do not make sense, ask more questions until you fully understand the story
Ask Questions to Tell StoriesInsight
Inlsight [in-sahyt]
An instance of apprehending the true nature of a thing. !Especially through intuitive understanding !Power of acute observation and deduction
An enlightening piece of information that helps you understand the answer to your question
Copyright 2013 William Gaker
Ask Questions to Tell StoriesInsight
Inlsight [in
-sahyt]
An enlightening piece of information that helps you understand the answer to your question
Insight Method One !
Trends !
Show how metrics change over time !
Understand the impact of critical events !
Inform what you expect to happen next (forecasting)
!Demonstrate progress towards strategic goals 2007 2008 2009 2010 2011 2012
Employee EngagementBusiness Performance
Copyright 2013 William Gaker
Ask Questions to Tell StoriesInsight
Inlsight [in
-sahyt]
An enlightening piece of information that helps you understand the answer to your question
Insight Method Two !
Compare Groups !
Show how groups differ from one another !
Test the impact of specific variables !
Customize recommendations !
Understand sub-group contribution to overall performance
!Benchmark business segments
Did Not Receive TrainingReceived Training
Performan
ce
Copyright 2013 William Gaker
Ask Questions to Tell StoriesInsight
Inlsight [in
-sahyt]
An enlightening piece of information that helps you understand the answer to your question
Insight Method Three !
Advanced Analytics !
Determine relationships across multiple variables
!Understand key drivers of critical outcomes
!Predicting critical outcomes
!Linking HR activities to
tangible business outcomes
Voluntary Turnover
Employee Engagement
Performance Feedback
Role Clarity
Advancement Opportunities
Copyright 2013 William Gaker
Ask Questions to Tell StoriesInsight
Inlsight [in
-sahyt]
An enlightening piece of information that helps you understand the answer to your question
Insight Method Four !
Qualitative Analysis !
Discover themes related to your question that are difficult to quantify
!Research a topic in-depth
!Generate a new theory or hypothesis
!Explore new ways to think about a question
Copyright 2013 William Gaker
Ask Questions to Tell StoriesAnalytical Storytelling
Broad Question
specific sub-Question
specific sub-Question
specific sub-Question
Insight Insight Insight
conclusion (Story)Break down broad topics into manageable sub-questions
Copyright 2013 William Gaker
Ask Questions to Tell StoriesAnalytical Storytelling
Broad Question
specific sub-Question
specific sub-Question
specific sub-Question
Insight Insight Insight
Conclusion (Story)Integrate insights into a narrative
Copyright 2013 William Gaker
Ask Questions to Tell StoriesComparing stories
Traditional stories Analytical stories
Setting
Characters
Plot
Acts/Parts
Scenes/chapters
Beginning, Middle, End
Org Environment
Stakeholders
Actions
Questions
Insights
Beginning, Middle, End
Copyright 2013 William Gaker
Provide an opportunity to apply the content through group activities
Scenario about a fictional problem that could be understood with analytics
Have groups come together to understand:
- What questions to ask
- What information is required to know the answer
- How to integrate multiple insights together to form a story
experiential learning
Copyright 2013 William Gaker
A HR leader at your organization is concerned because the CEO doesn’t seem to believe that HR adds strategic value to the business.
This leader feels that the business would greatly benefit from HR being a strategic partner and thinks you might be able to provide some data that helps make a business case for strategic HR.
You notice the next day that your leader has requested a copy of every single report your team has ever produced and needs it for the big meeting.
Work together in groups of 5 to discuss:
1. How would you respond to this request?
2. How would you help the leader make the business case for HR?
3. What would you do to help the leader think differently about this?
Copyright 2013 William Gaker
Know your audience
Understand the business concerns of your client
Know how the evidence relates to your questions
Integrate the evidence with what you already know
Have a point of view
Before telling your story...
Copyright 2013 William Gaker
Let numbers speak for themselves only when they need to
Create a narrative that strikes an emotional chord
Communicate change effectively
Provide context
Remove the fluff: Align the story with your questions
Communicate numbers for the sake of meaning... Do not communicate numbers for the sake of numbers
Telling your story
Copyright 2013 William Gaker
William Gaker?thank you!
Copyright 2013 William Gaker
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