Scaling Analytics: Communicating Change

Scaling Analytics: Communicating Change

Always be up to Date subscribe to updates - May 20, 2015

In building a successful and scalable data system – you have two main players: technology and people. Technology is definitive, something that you can control because you own it, you program it to work for you. Unlike with technology, you can’t deal with people your way. There is a different approach because with people, there is diversity – different reactions, different views and different opinions. Technology will work the way you designed it to work but if the people are not ready to embrace the change, it will fail.

There is a different approach because (unlike technology) with people there is diversity

In a recent webinar hosted by KISSmetrics and presented by MOZ‘s Alyson Murphy, Convert learned a lot about how to scale analytics in a maturing organization. Previously, we shared insights on which key areas we need to focus on when building a successful and scalable data system. The next part is how to communicate the changes made for your employees. For the complete webinar, you can watch it entirely here.

Communicating Change

Like it or not, you have to address your people’s issues if you are introducing something new – like a new system for them to utilize.

Like it or not, you have to address your people’s issues if you are introducing something new – like a new system for them to utilize. You need to remove their hesitations and convince them to work according to your plan. Without the people to back up your initiative, all you have is an empty blueprint and you need more than that. Mechanism is important and you can find that mechanism in the people working in your organization.

Effectively Communicating Change

You do not have to tell them everything but say at least the bullet points of your project

Alyson Murphy discussed the importance of involving the people to succeed in a project. If you are planning to introduce a new system like an analytics tool, make sure that the people in your team are aware that you are up to it. You do not have to tell them everything but say at least the bullet points of your project like – what change are they expecting? When is it happening? According to Mike Van Horn’s 12 Steps to Introduce Change To Your Employees“Any change is resisted and its value must be proved. Take some time off to talk to your team and listen to what they have to say.”

How To Prove Your Point

There will be a resistance force with any new project or implementation

Even if the change you are implementing is large or small, it still boils down to how your people react to it. You need to convince everyone – from stakeholders, developers, QA etc. – of the change you want to make. Here are some pointers you can do when talking to your people;

  • Set-up a meeting – schedule a meeting so everyone can meet up and discuss your plan. Make it lighter by talking over breakfast or a cup of coffee. This is the perfect time to socialize your project. Avoid being too formal and try to create an atmosphere where everyone can express their thoughts.
  • Talk light- let the people know how you are making their lives easier by saving time spent on creating and analyzing reports once your analytics tool is in place. Do not fill the conversation with words that the people will not understand. Do not talk about the technicality of the project, instead focus on the positive effect – the good impact.
  • Have a visible strategy – share the things that you look forward to after the project has been implemented. Talk about the improvements that are about to unfold – let the people see the good side.

Communicate, listen and compromise.

As the old saying goes, the only thing constant in this world is change. That does not mean that everyone is receptive to it. There will be a resistance force with any new project or implementation and sometimes, these are the tenured people. The resistance force is like a bomb waiting to explode anytime. Destroy it before it destroys the entire organization.  If you want to know more about this webinar, watch it entirely here.

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  • 20 May, 2015
  • Posted by Lemuel Galpo
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Lemuel Galpo

Written by Lemuel Galpo

As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of Convert.com's growth team and coordinates all writers, editors and illustrators.

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