The role of intelligence analysts is more demanding than ever. Dealing with an overwhelming amount of data and trying to extract meaningful insights quickly for key stakeholders is just the beginning. However, the true value of data analysis lies not just in uncovering insights, but also in connecting those findings to the organization and effectively communicating those findings to key decision-makers. Even the most groundbreaking analysis can fall flat if it’s not presented in a way that resonates with stakeholders and drives action.
From understanding your audience to leveraging visualization, we’ll explore strategies that analysts can use to help leaders better assess the impact of risks and threat events, build your long-term credibility, and shift your role from mere data processors to trusted advisors.
1. Know Your Audience
To provide valuable intel and analysis, the analyst must understand the audiences and stakeholders they are working with, beginning with their level of technical or topical knowledge. Knowledgeable audiences may appreciate hearing about complex metrics or the granular details of global developments, while others prefer discussing high-level findings and their potential impact on the organization. Understanding the varying needs and interests of each of those stakeholders is fundamental to conducting successful analysis, as well as communicating it in a way that works for each of them. There is no “one size fits all” in this world.
Intel analysts will also want to know how exactly the decision-makers plan to apply their findings, as that will affect the type of data they focus on uncovering. Are leaders focused on market entry, supply chain risk, employee safety, or geopolitical implications? Aligning insights with these priorities will make the presentation more relevant and impactful.
And when it comes to communication, it’s important to convey information in an appealing way. Some stakeholders may prefer detailed written reports, while others might respond better to visual presentations or interactive dashboards. Tailor the delivery method to match an audience’s preferences for maximum engagement and avoid using jargon and overly technical language. Remember, clarity trumps complexity when it comes to effective communication.
2. Tie Analysis Back to Business Goals
Before conducting any analysis, it is important for intel analysts to know how decision-makers will apply the findings and then set up the analysis to deliver insights that are applicable to these business objectives and goals. This is a key way to ensure that intelligence is viewed as a strategic benefit and will hopefully become information leaders rely on when it comes to planning and decision-making. Ways to ensure intelligence analysis connects to organizational goals include:
- Share historical data to help impact current decisions: For example, if the organization is considering expanding facilities to a new location in a different part of the world, be sure to provide a historical analysis to identify and forecast potential risks and threats based on past events. Analysts should also share insights that demonstrate the possibility of increased sales (or conversely, how the expansion might not be a worthwhile investment). This type of analysis can be appropriate for assessing new market opportunities, as well as evaluating other companies for future partnerships or acquisitions. Use data analysis to uncover hidden patterns and trends that might lead to cost savings: Highlight areas that reveal opportunities for reducing expenses or improving efficiency. Be specific about the magnitude of savings and the timeline for realizing them.
- Understand and support the company’s risk tolerance: Identify potential threats or vulnerabilities and propose clear action plans that are tailored to the company’s threat and risk thresholds.
3. Follow Up and Iterate
Building credibility is an ongoing process. Intel analysts have insight that decision-makers can leverage on an ongoing basis, so it is important for the two groups to establish a long-lasting relationship. To do so, intel analysts should check in with stakeholders after all presentations to address any lingering questions. It’s also key to track the impact of decisions made based on insights shared; being able to demonstrate the real-world impact of analysis in future presentations will significantly boost credibility.
It’s also important for intel analysts to be ready for feedback to continuously refine the analysis to meet stakeholders’ needs. Pay attention to the types of questions and concerns raised by stakeholders. Use this information to improve both the analytical approach and presentation style in future projects. Be ready to explain the methodologies used, as being transparent about the process shows rigor and invites constructive dialogue.
Consistently delivering value over time is the surest way to establish lasting credibility, and building credibility is a journey, not a destination. Each successful insight builds trust and increases the likelihood that your future recommendations will be thoroughly valued.
Establishing a Partnership between Data and Decision-Making
The positive impacts data analysis can have on a business at large are massive. When done with the business’ objectives and goals in mind, data analysis can uncover hidden trends and potential threats, as well as illuminate new solutions. These insights are instrumental in helping organizations separate themselves from the pack and should be an important element to all strategic discussions.
By focusing on audience needs, emphasizing business relevance, and presenting insights clearly and confidently, analysts can ensure their valuable work receives the attention and action it deserves from key decision-makers. These four steps are great guidelines for helping intel analysts to establish themselves not only as effective analysts, but also trusted advisors and valuable assets to their organization.
