Convincing Stakeholders: 3 Ways to Add Persuasive Power to Your Data Visualizations
Lauren Burgess | February 19, 2019
Lauren Burgess | February 19, 2019
Sometimes the biggest ideas are best expressed in very few words. Others still can be summed up in a single image. When it comes to communicating information to the executive team, whether you’re reporting results or getting buy-in for a brand-new project, the clearest and most succinct way is always the best. Visualizations enable data to be delivered in a targeted way, that presents the high-level takeaways without getting bogged down in the nitty-gritty.
Internal stakeholders are keen to have visibility on decisions and be armed with the most pertinent and accurate information for making decisions of their own, but are often unfamiliar with the details of the data itself. They really just want to see the bottom line. What are the trends?
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1.Tailor your message to your audience
When delivering any message, it is essential that you know your audience inside out. Who are they? What do they care about? How do they best like to receive information?
What’s important to a senior executive in one department will be an extraneous detail to another. Your finance manager will be laser-focused on how much your project will cost the business, but a sales director will be more invested in how it will utilize their department and how it will generate revenue.
Take the time to refine your message for each group and ensure that your emphasis aligns with their priorities and goals. Different types of data visualization will resonate better with different people. Sometimes a single line chart can be enough to communicate a trend, but for others, a detailed, responsive diagram might be the best to provide the depth of information required.
Ultimately, data visualization is about simplifying the complex. Exactly how simple it needs to be depends on your audience.
“The importance of data visualization in digital analytics can’t be understated. Visualization helps us to identify, prioritize and communicate actionable insights. By making the complex and technical seem simple and accessible, good data visualization empowers decision makers around the business.”
Molly Evans, Digital Analytics and Optimization Manager at Plusnet
2. Weave a compelling tale
Great stories move us. They light up a topic and inspire change. In much the same way, the narrative that accompanies your data visualization must be clear and compelling.
For your best chance at securing support from stakeholders, your story needs to be attention-grabbing, timely and backed by facts.
Data visualization on its own, while packed with useful information, won’t be helpful if it isn’t easy to decipher. Similarly, a powerful narrative based only on historical knowledge or intuition isn’t going to hold water with the executive team. It’s only when the two are combined that great things happen.
However, this isn’t to say that self-directed explorations of data visualizations don’t have merit. When a visualization is interactive and easy to navigate, it can be valuable to let stakeholders explore data at their own pace. One example of this sort of data is Decibel’s newly released product update “Journeys”.
Journeys, put simply, is a visualization of all the pathways that your customers take through your website and app and the quality of the experience (measured using DXS®) associated with each.
Journeys can help your executive team understand:
- How funnels and journeys differ
Identify how your visitors are actually moving through your funnels
- Why people visit/see a page they shouldn’t
Use the page filter to focus on Journeys that include a specific page such as “call us” (may indicate a problem) or “payment”.
- Funnel step progression
Toggle between two adjacent steps in the funnel filter to see how visitor behavior changes.
- Who is making repeat visits
View Journeys and look for a path with many instances of the same page showing in one route.
- Journeys pain points (Using DXS Heatmap and Progressive DXS)
Explore the best experience paths (green) and worst experience paths (red). (As seen in the above diagram)
- Hybrid behaviors by using page roles
Use a role and group together similar pages (such as PDP / PLP) and see how they perform.
3. Make your story actionable
You’ve come to the end of your presentation. You spent hours perfecting your slides, adopted your very best power stance and spoke with confidence. So, now what? Do your audience leave, get stuck into the rest of their day and promptly forget all of your important points? If you aren’t prepared, that’s exactly what’s going to happen.
The goal of sharing your data visualization should be to equip your audience with everything they need to make a decision and take action. Make your recommendations clear, and make sure you tie those recommendations to overarching business goals. This is particularly important in the case of achieving stakeholder buy-in.
After the meeting, don’t leave it too long to follow up. It may also be useful to send along your data visualizations as a reminder of the crucial data points.
Would you like a personalized demo of Journeys, the customer journey management tool, and more from Decibel? Book yours today.
Written on February 19, 2019 by:
Lauren is a Digital Marketing Executive at Decibel.Follow