Impact Driven

Data Analysis
Monday U
June 2022
Hi, I’m Noa Kind
● Data PM @ monday.com for 1.5 years.

● Working with data for ~10 years.

● Love the combination of data and

product management.
What is
your role
as a data
analyst?
What is
your role
as a data
analyst?
Is high-quality, super deep, thorough and
accurate analytical research enough?
85% of All Analytical Projects Fail*

15%

85%

* are not applied in the product/drive decisions etc.

Why do
you think it
happens?
Impact Driven Data Analysis
How would
you define
“impact
driven”?
What Makes Your Analysis Impactful?
What Makes Your Analysis Impactful?

Focus on the most

impactful areas
What Makes Your Analysis Impactful?

Focus on the most Conduct a

impactful areas high-quality
analytical research
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
Focus on the most
impactful areas in
your research
How to Find the Most Impactful Areas?
How to Find the Most Impactful Areas?

Connects to
the team’s
KPIs
Connects to the
team’s KPIs

MAPP
Connects to the
team’s KPIs
● The question that you ask can
contribute to your team’s goals.

● This can be directly or by proxy.

How to Find the Most Impactful Areas?

Reflects a
Connects to problem
the team’s worth
KPIs solving
A Problem Worth
Solving
A Problem Worth
Solving
● Reach: A problem that applies for 2% or
20% of the users?

● Volume: Churn rate is 2% or 20%? Drop in

the funnel is on 2% or 20%?

● Value: Improving this flow will lead to a

much better onboarding experience or
save 2 clicks in the sharing options?
How to Find the Most Impactful Areas?

Reflects a Relevant
Connects to problem
the team’s and up to
worth date
KPIs solving
Timing is
Everything
Timing is
Everything
● Focus area (quality)

● A super strategic step (new strategy?)

● Align with the company’s business and

principles (free plan, pricing, customer
relationship)
How to Find the Most Impactful Areas?

Reflects a Relevant
Connects to problem
the team’s and up to
worth date
KPIs solving

We have
buy-in
Get Buy-in
Get Buy-in
● Before you spend a lot of time and
effort on exploring an idea/lead
that the team doesn’t connect to.

● How do you do it without limiting

yourself from being creative and
initiate new ideas?
How to Find the Most Impactful Areas?

Reflects a Relevant
Connects to problem
the team’s and up to
worth date
KPIs solving

We have
buy-in Actionable
Actionable
Actionable
● A good research invites solutions

● Is this a business question we can act

and solve? Do we have the resources?

○ E.g. if we don’t have sales

resources, then a churn model to
predict what a salesperson can
do to prevent it won’t be
actionable.
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
How to Find the Most Impactful Areas?

Reflects a Relevant
Connects to problem
the team’s and up to
worth date
KPIs solving

We have
buy-in Actionable
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
What Makes Your Analysis Impactful?

Focus on the most Conduct a Convey a

impactful areas high-quality compelling
analytical research message
Convey a Compelling
Message
What Are People More Afraid Of?

Driving a Fly on an
Car Airplane
What Are People More Afraid Of?

Driving a Fly on an
Car Airplane

1/3 people
 What is More Dangerous?

Driving a Fly on an
Car Airplane
 What is More Dangerous?

Driving a Fly on an
Car Airplane

X 1.6M
(yeah, Million!)
Why is That?
And What Does it
Have to Do With Us?
85% of All Analytical Projects Fail*

15%

85%

* are not applied in the product/drive decisions etc.

Relevant,
Accurate Data is
Not Enough.
We Want People
to Understand
and Remember it.
 It Needs To Be:

Clear and
understandable Memorable

(vs. complex and (vs. boring and

confusing) repeatable)
 It Needs To Be:

Clear and
understandable Memorable

(vs. complex and (vs. boring and

confusing) repeatable)
Key Principles for a Clear Message
Key Principles for a Clear Message

Know and
prepare to
Your
Audience
 ● You were asked to present your latest

How data research and findings.

● There are two separate sessions: One

Would with your team and one with the VP of
product.
you… ● Would you build those presentations
differently? How?
Learn Who Your ● Level of details

Audience is ● Level of technical details

● Level of background depth

and Adjust the ● Take time to convince only where you

Presentation don’t have buy-in

Accordingly.
Key Principles for a Clear Message

Know and
prepare to Create trust
Your by covering
Audience everything
Answer the Questions Before
They are Asked
Did you check…
● If any other team did something that
can affect the results?
● Seasonality?
● Other factors that can impact the data?
● Did you use the right tables, updated
data etc.?
Key Principles for a Clear Message

Know and
prepare to Create trust
Graphics to
Your by covering
the rescue
Audience everything
Changes in
Electrical Brain
Activity from
Two Different
Regions
Changes in
Electrical Brain
Activity from
Two Different
Regions
Changes in
Electrical Brain
Activity from
Two Different
Regions
Beauty and the Clear (Graph)
Is that Clear
Enough?
Walk the ● Start with the big picture, then add details
Audience ● Add legends and labels

Through the ● Use colors, arrows etc. to highlight important

areas
Graphs
Graphs are a
Tool, Use it to
Make Your
Message Clear.
Use online materials to learn about it!
Key Principles for a Clear Message

Know and
prepare to Create trust
Graphics to
Your by covering
the rescue
Audience everything

One
Message
Per Slide
Ads for
Dogs and
Cats Food
Cats Are…
Dogs Are…
Key Principles for a Clear Message

Know and
prepare to Create trust
Graphics to
Your by covering
the rescue
Audience everything

One Start with

Message the bottom
Per Slide line
Dogs Miss Their Owners Much More than
Cats.
Cats Are Indifferent Compared to Dogs
Only Dogs’ Excitement Increases With
Time
 It Also Needs To Be:

Clear and
understandable Memorable

(vs. complex and (vs. boring and

confusing) repeatable)
 It Also Needs To Be:

Clear and
understandable Memorable

(vs. complex and (vs. boring and

confusing) repeatable)
Data Storytelling:

Embed the Data Dat

a

Within a story.

Story
Key Principles for Good Data Storytelling

Use the 5
steps story
structure
All the
Stories We
Know
Follow The
Same
Structure
Freytag's Pyramid
 1. Exposition
Purpose of the research and origin of the data.
 2. Rising Action
Generate or introduce conflict. Build excitement about the findings.
 3. Climax
Key findings to be remembered and acted on.
 4. Falling action
More details, context, interpretation.
 5. Denouement
Resolution: (1) key result, (2) importance, (3) action
Let’s Try It ● You were asked to provide data-driven

Together advice to increase the sales of an

ecommerce business (you can choose each
one).

● Use the 5 steps to summarize your findings.

Freytag's Pyramid
Key Principles for Good Data Storytelling

Use the 5 Engage by

steps story participation
structure
What Do You
Think it
Means?
Key Principles for Good Data Storytelling

Use the 5 Engage by Use Humor

steps story participation and
structure Anecdotes
Meet Homer.
He runs the sales team @ Springfield Nuclear
Power Plant.

He uses monday CRM to manage the team’s

leads.
Key Principles for Good Data Storytelling

Use the 5 Engage by Use Humor

steps story participation and
structure Anecdotes

Make the
Audience
Excited
But Not Too Much.
Key Principles for Good Data Storytelling

Use the 5 Engage by Use Humor

steps story participation and
structure Anecdotes

Make the
Pause for
Audience
Questions
Excited
No, Really.
Questions?
Thank you