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One thing that all Insights have in common is data. The skill lies in how they present this data and an awareness of who their audience is and he uses these examples:
- Senior Management – requires high level, critical information
- Key Stakeholders – look at a high level but with the detail but not information overload.
- Developers, Designers, Marketers and Customer Services – want all the small detail in order to give the full context of analysis, to hear what the data is saying, take insights and improve in that area.
The role of the Analyst is to provide valuable insights into the business and the most common ways they can impact are:
- Customer Data – data that lets a business understand its customer. This will include demographic, gender, age etc. and what this data says will influence what the customer gets offered.
- Internal Process – An Analyst can improve the internal process. The awareness of customer complaints and the areas that are most damaging to customer satisfaction will, in turn, mean that the business can come up with solutions. It can also improve internal efficiency and encourage training and development.
- Website analytics – the Analyst’s main role here will be to identify where customers are dropping off and trying to understand the reasons.
Sam summarises that in all Insight Analysts ‘shine a light on the unknown’ they can investigate issues, provide meaning for data and highlight opportunities for growth.
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