I was wrong about the “last mile of analytics.”
Over a decade ago, this was a term we started using to express the challenges of the analytics (then: business intelligence) world. We highlight how many organization struggled to bridge the gap between their data investments and the minds and actions of decision-makers:
This critical bridge between data warehouses and communication of insights to decision-makers is often weak or missing. Your investments and meticulous efforts to create a central infrastructure can become worthless without effective delivery to end-users. “But how about my reporting interface?” you wonder. That’s a creaky and narrow bridge to rely on for the last mile of business intelligence.
When we talked about “the last mile” we emphasized the need to better visualize data and communicate insights.
But I missed something. You can make a data product that is intuitive, friendly, simple, useful…but it still needs to be sold.
Sold?! It is an ugly word for many data people. But if want people to use your data, you need to change behaviors and assumptions. You need to convince your audience that it is worth their attention.
For example, we’ve been working with a global manufacturer committed to becoming more data fluent and data-driven across their worldwide operations. They have invested in data warehouse efforts and designed thoughtful new dashboards. Fortunately, our client realized that “built it and they will come” is a fantasy. Instead, we’ve helped them with a comprehensive plan to ensure their data has impact:
Train a cohort of evangelists in data storytelling to improve the quality of the data products;
Develop an internal communications campaign to go alongside their data product rollouts, explaining the value and purpose of each solution;
Create a support structure and tutorials to ensure that data product users fully understand each data product;
Gather feedback and update their data products.
More than anything, the data leadership team recognizes that technology and design are not the complete answer. They also need to change the culture and attitude of the organization.
This is the Last Last-Mile of Analytics, the selling and changing of minds to ensure your data gets used.