Comunicación de KPIs a Stakeholders

Data visualization is a powerful tool for communicating complex information effectively. However, we often make the mistake of cluttering our charts with too much information, making it difficult to understand and diluting the main message. Learning how to select the right metrics for each audience and present them clearly is critical to driving data-driven decision making.

How to convey data information effectively?

The first step in communicating data effectively is to focus on the specific pain and the KPIs (Key Performance Indicators) that impact that pain. When we present too many metrics simultaneously, such as conversion rate, abandonment rate, load time, Android errors, and payment button clicks, we create confusion rather than clarity.

The main problem lies in showing metrics without a clear relationship between them. For example, what is the relationship between payment button clicks and load time? Probably not directly. This lack of logical connection makes interpretation and analysis difficult.

A more effective approach is to present charts that show meaningful relationships between related metrics. For example, a graph showing the relationship between load time and conversion rate allows you to clearly visualize how when the application loads faster, the conversion rate increases.

What metrics to give to each work team?

The key is to focus on each team's area of influence:

1. Development team: they should receive metrics related to the technical performance of the application, such as:
   • Crashes (failures)
   • Loadtime (loadtime)

These metrics are directly related. For example, when there is a peak in crashes, there is usually an impact on the application loadtime.

2. Marketing team: They should receive metrics related to user behavior, such as:
   • Conversion rate
   • Abandonment rate in thecheckout process.

These metrics, presented chronologically, allow the marketing team to understand when and why abandonment occurs, facilitating the identification of temporal patterns.

3. Managers: They require concise and focused information on financial results, such as:
   • Lost sales

Managers are primarily interested in what (how much money was lost) and less interested in why the loss occurred. Simplicity is key in communicating with this group.

What is storytelling with data and how to implement it?

Storytelling with data is the art of telling a story using quantitative information. It is a fundamental skill to convey insights in a memorable and persuasive way.

To implement good storytelling with data, follow these steps:

1. Identify the pain and represent it with data: Convert the problem into concrete numbers.
2. Identify the impact of that pain on KPIs: Show how the problem affects key indicators.
3. Identify the solution: Present alternatives based on data.
4. Defines the next step: Establishes concrete actions to follow.

Artificial intelligence can be a support tool in this process, although it does not completely replace human judgment to select and contextualize the most relevant information for each audience.

Effective data communication is a balance between simplicity and depth. We must provide clear and focused information, recognizing that all KPIs are interrelated in the big picture. The key is to select the most relevant metrics for each audience and present them in a way that facilitates understanding and decision making.

Have you struggled with communicating complex data to different teams? Share your experiences and strategies in the comments.