Table Of ContentData Analytics
Data Analytics Applications
Series Editor:
Jay Liebowitz
PUBLISHED
Big Data in the Arts and Humanities: Theory and Practice
Giovanni Schiuma and Daniela Carlucci
ISBN 978-1-4987-6585-5
Data Analytics Applications in Education
Jan Vanthienen and Kristoff De Witte
ISBN: 978-1-4987-6927-3
Data Analytics Applications in Latin America and Emerging
Economies
Eduardo Rodriguez
ISBN: 978-1-4987-6276-2
Data Analytics for Smart Cities
Amir Alavi and William G. Buttlar
ISBN 978-1-138-30877-0
Data-Driven Law: Data Analytics and the New Legal Services
Edward J. Walters
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Intuition, Trust, and Analytics
Jay Liebowitz, Joanna Paliszkiewicz, and Jerzy Gołuchowski
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Research Analytics: Boosting University Productivity and
Competitiveness through Scientometrics
Francisco J. Cantú-Ortiz
ISBN: 978-1-4987-6126-0
Sport Business Analytics: Using Data to Increase Revenue and
Improve Operational Efficiency
C. Keith Harrison and Scott Bukstein
ISBN: 978-1-4987-8542-6
Data Analytics
Effective Methods for Presenting
Results
Edited by
Subhashish Samaddar and Satish Nargundkar
CRC Press
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Library of Congress Cataloging-in-Publication Data
Names: Samaddar, Subhashish, author. | Nargundkar, Satish, author.
Title: Data analytics: effective methods for presenting results / Subhashish
Samaddar, Satish Nargundkar.
Description: Boca Raton, FL : CRC Press/Taylor & Francis Group, 2019. |
Includes bibliographical references and index.
Identifiers: LCCN 2018061489 (print) | LCCN 2019001236 (ebook) | ISBN
9781315267555 (e) | ISBN 9781138035485 (hb : acid-free paper)
Subjects: LCSH: Business—Data processing. | Business requirements analysis. |
Business analysts.
Classification: LCC HD30.2 (ebook) | LCC HD30.2 .S258 2019 (print) | DDC
658.4/52—dc23
LC record available at https://lccn.loc.gov/2018061489
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Contents
Preface vii
executive Summary ix
editorS xi
contributorS xiii
chaPter 1 Know your audience 1
SUBHASHISH SAMADDAR AND SATISH
NARGUNDKAR
chaPter 2 PreSenting reSultS from commonly uSed
modeling techniqueS 7
SUBHASHISH SAMADDAR AND SATISH
NARGUNDKAR
chaPter 3 viSualization to imProve analyticS 17
JENNIFER LEWIS PRIESTLEY
chaPter 4 marKeting modelS—demonStrating
effectiveneSS to clientS 31
GREGG WELDON
chaPter 5 reStaurant management: convincing
management to change 51
WILLIAM SWART
v
vi Contents
chaPter 6 Project PreSentationS in the armed forceS 69
LYNETTE M. B. ARNHART
chaPter 7 inventory management—cuStomizing
PreSentationS for management layerS 91
ELYSE HALLSTROM
chaPter 8 executive communication in ProceSS
imProvement 105
KEITH E. MILLER
chaPter 9 internal auditing—SeeKing action from
toP management to mitigate riSK 119
JASON R. THOGMARTIN
chaPter 10 conSumer lending—winning
PreSentationS to inveStorS 131
J. P. JAMES
chaPter 11 “aS you can See …” 145
SUBHASHISH SAMADDAR AND SATISH
NARGUNDKAR
index 153
Preface
If you play any role in the field of analytics, you can benefit from this
book. If you receive the results of someone else’s analytics work to
help with your decision-making, then this book is for you, too. In
the two decades of our involvement with teaching and consulting in
the field of analytics, we have witnessed it become an integral part
of supporting business strategy in many organizations. Over time,
we noticed a critical shortcoming in the communication abilities of
many analytics professionals. Specifically, their ability to articulate
in business terms what their analyses showed, and make actionable
recommendations, usually left something to be desired. The common
refrain we heard from middle and top management was that when
analysts made presentations, they tended to lapse into the technicali-
ties of mathematical procedures, rather than focusing on the strategic
and tactical impact and meaning of their work. As analytics became
more mainstream and widespread in organizations, this problem got
more acute.
The genesis of this book was our desire to do something about this
issue. We have experienced this on both sides, as presenters (not always
successful!) and as members of an audience that got lost. Over the
years, we experimented with different ways of presenting analyt-
ics work to make a more compelling case to top management. This
resulted in our discovering some tried and true methods for improving
vii
viii PrefaCe
one’s presentations, a sampling of which we shared with different
audiences, including corporate clients, academics, professionals, and
conference attendees at the Institute for Operations Research and
Management Science (INFORMS) Analytics Conference (2016), the
Annual Conference of the Decision Sciences Institute (2017), among
others. Audiences everywhere responded with enthusiasm and wanted
more. Many suggested that we write a book about it. Additionally,
they—both analysts and managers—wanted to share their own
experiences too. This book is thus a collection of e xperiences—our
own, and those of other academics and professionals involved with
analytics.
The book is not a primer on how to draw the most beautiful charts
and graphs or about how to perform any specific kind of analysis.
Rather, it shares the experiences of professionals in various industries
about how they present their analytics results effectively—in other
words, how they tell their story to win over the audience. The
reader will be able to use the ideas from the chapters immediately in
their own presentations. The examples span multiple functional areas
within a business, and in some cases, the authors discuss how they
adapted the presentations to the needs of audiences at different levels
of management.
We hope you enjoy the book, and we welcome any feedback.
Executive Summary
In Chapter 1, we discuss the importance of knowing your audience
and the overall design of a presentation specifically suitable for top
management. In Chapter 2, we demonstrate how the results from some
common modeling techniques can be presented to a business audience.
Chapters 3–10 represent the contributions from analytics profes-
sionals who we invited to share their expertise. In Chapter 3, Jennifer
Priestley, Associate Dean and Professor of Statistics and Data
Science, shows how visualization can be used to improve the analyt-
ics process itself. Gregg Weldon, Co-founder and Chief Analytics
Officer at Analytics IQ, a Marketing Data company, illustrates in
Chapter 4 how the effectiveness of marketing analytics can be dem-
onstrated to clients. Prof. William Swart, in Chapter 5, discusses
how analytics can be presented to convince top management to bring
about changes in operations in the fast-food restaurant industry. In
Chapter 6, Col. Lynette Arnhart (U.S. Army, retired) discusses com-
mon types of analysis used in the armed forces and provides tips on
presenting effectively to military leadership. Elyse Hallstrom, of Intel
Corporation, discusses how analytics presentations can be success-
fully adapted for multiple layers of management with differing expec-
tations in Chapter 7. Prof. Keith Miller, in Chapter 8, shows better
ways to communicating process improvement techniques and results
to executives. In Chapter 9, Jason Thogmartin, Senior Vice President
ix
