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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
ValuetoStorytelling
The purpose of analysis is to
create a shared meaning that
encourages informed action
Copyright 2013 William Gaker
Opinion Data Metrics Analytics Meaning
ValuetoStorytelling
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 Stories
Analytical 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 Stories
Ask 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
Testable
Specific
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
Testable
Specific
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 negative
Copyright 2013 William Gaker
Data-Oriented
Objective
Testable
Specific
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 expectCopyright 2013 William Gaker
Data-Oriented
Objective
Testable
Specific
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
Testable
Specific
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 Stories
The REsearch process
Ask
Questions
Test a Theory
Collect
EvidenceTell a Story
Check Results
Copyright 2013 William Gaker
Ask Questions to Tell Stories
The 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 Stories
The 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 Stories
The 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 Stories
The 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 Engagement
Business 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 Training
Received Training
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 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 Stories
Comparing 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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Building Partnership to Tell Great Stories

  • 1. William Gaker Building partnership to tell great stories William Gaker Copyright 2013 William Gaker
  • 2. Agenda The purpose of analytics and the importance of partnership helping decision-makers understand analytics analytical training approach questions Copyright 2013 William Gaker
  • 3. William Gaker The purpose of analytics and the importance of partnership Copyright 2013 William Gaker
  • 4. The pool of shared meaning is the birthplace of synergy -Kerry Patterson Copyright 2013 William Gaker
  • 5. Opinion Data Metrics Analytics Meaning ValuetoStorytelling The purpose of analysis is to create a shared meaning that encourages informed action Copyright 2013 William Gaker
  • 6. Opinion Data Metrics Analytics Meaning ValuetoStorytelling action is possible when workforce analysts and HR leaders partner to understand the story Copyright 2013 William Gaker
  • 7. 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
  • 8. 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
  • 9. William Gaker Helping decision-makers understand analytics Copyright 2013 William Gaker
  • 10. Ask Questions to Tell Stories Analytical 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
  • 11. Ask Questions to Tell Stories Ask 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
  • 12. Data-Oriented Objective Testable Specific 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
  • 13. Data-Oriented Objective Testable Specific 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 negative Copyright 2013 William Gaker
  • 14. Data-Oriented Objective Testable Specific 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 expectCopyright 2013 William Gaker
  • 15. Data-Oriented Objective Testable Specific 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
  • 16. Data-Oriented Objective Testable Specific 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
  • 17. Ask Questions to Tell Stories The REsearch process Ask Questions Test a Theory Collect EvidenceTell a Story Check Results Copyright 2013 William Gaker
  • 18. Ask Questions to Tell Stories The 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
  • 19. Ask Questions to Tell Stories The 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
  • 20. Ask Questions to Tell Stories The 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
  • 21. Ask Questions to Tell Stories The 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
  • 22. 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
  • 23. 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 Engagement Business Performance Copyright 2013 William Gaker
  • 24. 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 Training Received Training Performance Copyright 2013 William Gaker
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. Ask Questions to Tell Stories Comparing 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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