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What do you do if your non-technical stakeholders struggle to understand Marketing Analytics concepts?

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Marketing analytics is the process of measuring, analyzing, and optimizing the performance of marketing campaigns and strategies. It helps marketers understand the impact of their actions on customer behavior, satisfaction, and loyalty. However, not everyone who needs to use or benefit from marketing analytics is well-versed in its concepts, methods, and tools. If you are a marketing analyst who works with non-technical stakeholders, such as executives, managers, or clients, you may face some challenges in communicating your insights and recommendations effectively. How can you overcome these challenges and ensure that your non-technical stakeholders understand and appreciate the value of marketing analytics? Here are some tips to help you.

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1 Know your audience

Before you present your marketing analytics results to your non-technical stakeholders, you need to know who they are, what they care about, and what they expect from you. Different audiences may have different levels of familiarity, interest, and trust in marketing analytics. For example, some executives may only want to see the bottom-line impact of your marketing efforts, while some managers may want to know the details of how you achieved your goals. Some clients may be skeptical about the validity or reliability of your data, while others may be eager to learn from your best practices. By knowing your audience, you can tailor your message, tone, and format to suit their needs and preferences.

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Deepak Chopra

Data Science Addict | currently @ Meta (Facebook) | ex-dunnhumby | ex-Target
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.. Understanding your non-technical stakeholders is crucial before presenting marketing analytics results. - Identify who they are, what they value, and their expectations. Executives may seek bottom-line impacts, while managers crave details. Some may question data validity, while others want best practices. — Tailor your message, tone, and format to meet their specific needs and preferences, ensuring your insights resonate effectively.

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2 Simplify your language

One of the biggest barriers to effective communication is jargon. Jargon is the specialized or technical language used by a particular group or profession. While jargon may be useful and efficient among experts, it can be confusing and alienating to non-experts. Therefore, when you communicate your marketing analytics results to your non-technical stakeholders, you should avoid or minimize the use of jargon, acronyms, and abbreviations. Instead, use simple, clear, and plain language that your audience can easily understand and relate to. For example, instead of saying "we used a multivariate regression analysis to determine the causal effects of our email campaign on customer retention", you could say "we used a statistical method to find out how much our email campaign influenced customers to stay with us".

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Albaraa Al-Thami, MSc

Retail Growth Strategy Visionary?? | Crafting Customer-Centric Growth | Franchise Expert & Frontline Regional Leader | Marketing Analytics Expert
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I find that simplicity always?beats?complexity. Not all big words translate into big outcomes. Keep in mind that Einstein once stated, "You don't understand something well enough if you can't explain it simply." Not to impress, but to be understood, is what we seek.

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Lena Kozak I MBA, CPM

???? Curious | Data-driven Strategist | Forward-thinker
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Cheat-sheet: - attribution model = assigning [traffic, leads, enquiries] - [any type of analysis] = calculation (if they care what exactly you did, they will ask) - reach = users - impressions = views - acquisition campaign = efforts to gain new customers - retention campaign = efforts to keep existing customers - activation campaign = efforts to get existing customers to do what we need them to do (download, call, purchase, etc.)

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3 Visualize your data

Another way to make your marketing analytics results more accessible and engaging to your non-technical stakeholders is to use data visualization. Data visualization is the practice of presenting data in graphical or pictorial forms, such as charts, graphs, maps, or dashboards. Data visualization can help you highlight the key findings, trends, patterns, and outliers in your data, as well as compare and contrast different data sets or segments. Data visualization can also help you tell a story with your data, by using colors, shapes, icons, labels, and annotations to guide your audience's attention and emotions. However, you should be careful not to overload your audience with too much or too complex data visualization. Choose the appropriate type and amount of data visualization that suits your purpose and audience.

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Alice Bedward

Performance Marketing Manager | PPC, Paid Social, Display & App Specialist
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To ensure clarity for non-technical stakeholders, prioritize clear, focused visuals. Select chart types that best illustrate core insights (trends, comparisons, proportions), and avoid overloading a single graphic with excessive information. Remember, data visualization is a powerful form of storytelling – use color strategically, guide attention through visual hierarchy, and tailor your visualizations to address your audience's specific decision-making needs. Frame your visuals with plain language labels and consider annotations to illuminate less intuitive data trends.

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4 Explain your logic

While data visualization can help you show your marketing analytics results, you also need to explain how you got those results and why they matter. This means you need to explain your logic, or the reasoning behind your data collection, analysis, and interpretation. Explaining your logic can help you establish your credibility, transparency, and accountability as a marketing analyst. It can also help you educate your non-technical stakeholders about the principles and practices of marketing analytics, and how they can apply them to their own decisions and actions. To explain your logic, you should use a clear and logical structure, such as the problem-solution-benefit framework. For example, you could say "we wanted to find out how to increase our conversion rate from our website visitors, so we conducted an A/B test to compare two different landing pages, and we found out that the page with a video testimonial had a 20% higher conversion rate than the page with a text testimonial, which means we can generate more sales by using video testimonials on our website".

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5 Relate to your goals

Finally, you should relate your marketing analytics results to your goals, or the desired outcomes of your marketing campaigns and strategies. Relating to your goals can help you demonstrate the value and relevance of your marketing analytics results to your non-technical stakeholders. It can also help you align your marketing analytics results with your stakeholders' expectations, priorities, and interests. To relate to your goals, you should use metrics, or quantifiable measures of performance, that are linked to your goals. For example, if your goal is to increase customer loyalty, you could use metrics such as customer lifetime value, retention rate, or net promoter score. You should also use benchmarks, or standards of comparison, that are relevant to your goals. For example, you could use benchmarks such as industry averages, competitors' performance, or historical data.

By following these tips, you can communicate your marketing analytics results more effectively to your non-technical stakeholders, and help them understand and appreciate the power and potential of marketing analytics.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lena Kozak I MBA, CPM

???? Curious | Data-driven Strategist | Forward-thinker
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Eliminating (or minimising) jargon in interactions with those outside your area of expertise can be critical in creating inclusive environment. When we use jargon we inadvertently exclude those who are unfamiliar with it from the conversation. Not to mention it doesn't help us get our point across and win the audience. Be inclusive - speak simple language that everyone can understand.

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What do you do if your non-technical stakeholders struggle to understand Marketing Analytics concepts?

1

2

3

4

5

6

1 Know your audience

2 Simplify your language

3 Visualize your data

4 Explain your logic

5 Relate to your goals

6 Here’s what else to consider

Marketing Analytics

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What do you do if your non-technical stakeholders struggle to understand Marketing Analytics concepts?

1

2

3

4

5

6

1 Know your audience

2 Simplify your language

3 Visualize your data

4 Explain your logic

5 Relate to your goals

6 Here’s what else to consider

Marketing Analytics

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