They may even bring a little new business to their firm. When it comes to process, many organizations have unintentional roadblocks to utilizing their data in decision making. If you are part of a larger firm, you’ll want to focus first on your bio page. There’s no faking expert knowledge. These objectives are most effectively gathered through an interview process that starts at the executive level and continues down to department leaders. A carefully planned strategy takes the uncertainty out of your quest for Visible Expertise so that you can concentrate on carrying it out. Are these men and women just smarter than the rest of us? Then it lays out in detail the tactics, tools and skills you will need to attain your goal, including the daily content calendar that will guide your daily journey. Can the data be calculated or estimated? Walk through questions that need answers, document required data, and identify gaps in a source matrix: Our first piece of advice is: don’t get caught up in the hype and latest technologies; focus on the business reasons for your initiatives. The answer almost certainly has to do with their sky-high fees, which dampen demand. You’ve got a strategy, now put it into play! Data governance is what ultimately allows enterprise level sharing of data and the oil that lubricates the machinery of an analytics practice. Then look around for active groups you can join that are frequented by people in your target audience. Your driving impulse is to be helpful. Blogging. If you can become associated with an issue, or if you take a controversial or counterintuitive point of view, it’s often easier to gain notice. Line up these resources early so that you aren’t scrambling when you need them most. For instance, it’s generally easier to move from Resident Expert to Local Hero than from Industry Rock Star to Global Superstar. Step 13. A data strategy is often viewed as a technical exercise, but a modern and comprehensive data strategy addresses more than the data; it is a roadmap that defines people, process, and technology. Usually, this is a longer piece of educational content, such as a guide, whitepaper or e-book. The best-known experts speak frequently to large groups, including prospective clients and industry peers. Will the reports be pixel perfect (printable) reports, or will the reports allow user interaction with the data? For each recommendation that will help bridge the gap from current state to the future state, define the feasibility and expected business value it will provide. 4. And we’ve turned it into a successful turnkey program that equips any expert with the tools and skills to become an industry star. There’s one additional tool that you will need, one that will save you a lot of time and headaches: 7. If all you do is build out your LinkedIn profile, you’ll be fine. Many organizations struggle to extract value from data. Go through the list in the Skills You’ll Need section above and try to honestly evaluate your proficiency in each. Never forget that this is a business commitment, not a hobby. Which skills do you need to work on most, and which would benefit from a refresher? Whether you do it yourself or enlist a ghostwriter, you will need to produce a book that addresses your area of expertise. But if you want to be an effective teacher and build a compelling personal brand around your expertise, you must be able to produce clear, nontechnical prose that’s a pleasure to read. During these conversations, misunderstandings about terms are identified and corrected. Where the data doesn’t exist today, how will the gaps be filled? Before you can begin your ascent, you need to know where you are starting. If you need help, find and invest in the resources to make it happen. Likely very little. If you aren’t an excellent writer already, you have two options: Public Speaking. A book is a critical credibility builder. 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At Hinge, we’ve literally written the book on how to become a Visible Expert®. Will they be embedded into websites and provided to people outside the network? We identified their business questions, understood the data needed to answer the question, and mapped each to a source system. We also need to determine whether the data has the right level of detail and is updated with the right frequency to answer the question effectively. Do they need training? In other situations, professionals use search to find thought leaders in their field. I have one caveat, however. Or, can a new source system be implemented to generate the data? By Elizabeth Harr  |   If you have the resources to enlist helpers, you may not necessarily need to master all of these skills. And most weren’t born with exceptional charisma. Later you can add a video reel of public speaking clips. Add credibility-boosting features to your bio, such as articles you’ve written, speeches you’ve delivered and accolades you’ve won — anything that might convince a reader that you are the real deal. Step 10. A little adversity comes with the territory, and you need to be prepared to push through the inevitable head winds. The champion of the data strategy is the executive leader who will rally support for the investment. If you think SEO plays no role in your line of work, you are almost certainly wrong. For one of our clients, we built a matrix that was slightly more complex than the following sample. They attract premium clients and fees. The key is to break down your personal branding strategy into manageable chunks. A strategic plan and project roadmap both outline objectives to achieve a goal that will lead towards a broader vision. Now, the last thing I want to do is discourage you. Step 6: Assess your skills. Here’s an example of a training plan we created for a customer that includes every level of the organization. Okay, let’s talk skills. Speaking engagements. Audiences are predisposed to trust anyone who stands at a podium, so just getting there is half the battle. Today, I’m going to let you in on a little secret: most of these Visible Experts aren’t much different from the rest of us. And eventually a few will want to hire you and your firm on the basis of your reputation alone. That said, the more you know, the more likely you are to grow. The following chart shows that Level 4 experts are most in demand. So it would be wise to at least familiarize yourself with the fundamentals of each. Every time a last-minute request comes in, you’ll be glad you have it at your fingertips. The Digital Moderniz ation Strategy provides a roadmap to support implementation of the National Defense Strategy lines of effort through the lens of cloud, artificial intelligence, command, control and communications and cybersecurity. That’s when you know it’s working! Despite mandates from the business to be more data-driven, many of these initiatives stall indefinitely or ultimately fail because of unclear or incomplete data strategy, a lack of the right in-house data talent, and ineffective change management. A data strategy is often viewed as a technical exercise, but a modern and comprehensive data strategy addresses more than the data; it is a roadmap that defines people, process, and technology. But if you can’t pare down the services you offer, you can at least plan to narrow what you write and speak about. Seamlessly sync your roadmapping data with the tools your team uses to get the work done. Step 12. There is great deal to say about each of these tools. As you think about the tools and skill you will need, are there any that you might want to outsource? Step 11. This is a perfect blueprint of building a personal brand. Having an angle also gives you an anchor — a unique perspective — that will mark each piece of content you develop as yours. But even Level 1 experts hold a significant advantage over their undistinguished brethren. Even topics like employee reviews and incentive plans should be evaluated. Call center data, traffic, and sales would be noted in this step, along with the opportunity to pull in social media data. These experts have developed a regional reputation. Level 5: Global Superstars. Before I get into the specific skills, however, I have to pause and discuss a larger issue, a “master skill” that will encompass your entire Visible Expert journey. The reason stars can charge more is that many buyers are willing to pay a premium for experts they believe in. Either way, here’s what you will need to get started: Writing. In many cases, they research the problem and possible solutions themselves — before they seek out professional help. Let’s talk about how to get started with your own strategy. A modern personal branding strategy is strongly rooted in content marketing. Through this process, we’ll discover what leaders are trying to measure, what they are trying to improve, questions they want answered, and ultimately, the KPIs to answer those questions. Higher billing rates aren’t the only benefit. Data lineage (where did the data originate and how was it transformed since that origination) is defined. Check out Hinge University’s course on The Visible Expert. The retailer may choose to pull in social media data to measure sentiment. Instead, they developed their personal branding strategies the hard way, through trial and error. Later, you may want to try out more advanced features, such as personalization, segmentation and automated drip campaigns. For example, is the data private (especially in light of GDPR and CCPA)? Or take a look at my bio page on Hinge’s website. Business processes may need to be re-engineered to incorporate data analysis. The plan should prioritize activities that are easiest to implement but also provide quick wins to the business. What Is the Cost of Video Production for the Web? Clearly, writing a book is an effective way to demonstrate your expertise and build visibility. You can tackle the list below on your own, or look for help from outside professionals or members of your team. The chart below shows the relative billing rates for each Visible Expert level. What I mean by this is that you will be dedicated to educating your audience. I held myself to it, and that first book changed everything for me. Most experts are comfortable speaking to their target audience and fellow professionals. Get set to blog. To what extent can an operational system support analytics needs? This step isn’t absolutely required, but it can really help your personal brand stand out. Either way, you will also need to promote it, since even name-brand publishers rely on their authors to do most of the marketing. Here are the top tools from our study, rated on a 1 (least impactful) to 10 (most impactful) scale: So let’s boil down what we’ve learned. Most Visible Experts start their journey here. Congratulations for the awesome inputs for readers like me. In this blog, we discuss the elements of a Data Strategy that will help you make decisions based on data analysis rather than intuition. Moving toward a more data-driven culture is certainly attainable, and it starts with a data strategy. If you aren’t already, consider narrowing your focus. A few years ago, Hinge embarked on a research project to learn all we could about these industry stars (we call them Visible Experts®) and their personal branding strategies. You may have at least a rudimentary understanding of some of them already. Well-branded experts also are able to secure valuable partnerships more easily, and with more desirable organizations. A data dictionary is a living document in which all available end-user measures and dimensions are formally defined. The main difference is that a strategic plan may be an even higher level view of organizational strategy that spins on multiple programs of projects. Every expert should be blogging. What roles in the companies buy your services? National Office Telephone | Mon-Fri 8:30am-5:30pm CT, Download our eBook: 5 Principles for Better Communication with Data Visualizations, Read more about how to start your Data Governance program, Everything You Need to Know to Migrate Your Data and Analytics Workloads to the Cloud, How a Data Strategy Eases Growing Pains – A Case Study, Prioritize Data and Information Security – Your Customers Expect It, What employees need so that they are empowered to use the data, Processes that ensure data is accessible and of high quality, Technology that will enable the storage, sharing, and analysis of data. Thank you! You see, your reputation as an industry leader will be built to a great extent on your ability to translate complicated material into easy-to-understand language. It should present sufficient credentials to convince people that you really know your stuff. Let’s start with the basics. Even better, put them up on your website bio page where interested parties can find them without asking. It’s the most accessible way to demonstrate your expertise. It’s amazing what happens when you focus yourself on something that you really want.”. It will also layer in processes like data governance and information security. Calculations used across the enterprise are determined based on input from across the enterprise; The right people have access to the right data; and. While not all experts are teachers, all Visible Experts and thought leaders are excellent teachers. Have you ever wondered why certain individuals in your field rise out of nowhere to national prominence? What industries do you serve? A data governance program will ensure that: We don’t look to a tool to solve data governance; it’s people work, and it has to happen. strategy describes how the NHS will continuously improve patient safety over the next five to ten years. Each of the following elements have been identified through this experience and can be applied to any organization looking to get ahead with their data. Either you or a colleague will need to handle the mechanics of getting your posts online. 2. I’m talking about your role as a teacher. Step 1: Determine where you are today. If you are an expert with ambitions to become a leader in your industry, this roadmap can help put you on the path to a speedy ascent. Project roadmap vs a Strategic plan. Strong partnerships + experience with all analytics platforms. Whatever your role, there is one fundamental I can’t teach you — you have to have bona fide expertise in your field. As your personal branding strategy begins to reap dividends, you may want to introduce and test a handful of new tools and techniques. It’s natural to feel overwhelmed at first, especially if you are busy already. They are fairly well known among peers in their area, and they speak and write frequently on their area of expertise. (That said, it’s perfectly normal for even an experienced speaker to feel nervous before delivering a speech.) And how will IT support the business in their analytics needs? But set a firm goal to produce one in the next couple of years, if not sooner. Think webinars (which are just a different take on public speaking), advertising, public relations, SlideShare, video and web analytics, to name just a few. Now it’s time to bring everything together into a coherent plan of action. So it makes sense to have those things ready to go at a moment’s notice. The roadmap is the culmination of all the work we’ve done to this point and what makes all our previous work actionable. Data must address specific business needs in order to achieve strategic goals and generate real value. Leverage Data & Analytics to Grow Your Business. You can then feed these followers a steady diet of free educational goodies, as well as additional offers that deepen their engagement. Will IT create reports, or will you enable self-service? It will be slow going at first, but it’s important to get the ropes and ladders in place before you set out. It will help you stay on point and attract the right kinds of prospects to your business. Apart from pumping up your ego, what tangible benefits can a powerful personal brand deliver? I plugged myself into my own calendar and even gave myself a project number. Email marketing service. You may notice that demand grows at a steady rate through Level 4, then drops off sharply. That means writing it down, mulling over your answers and updating the plan as you think of new ideas or decide to make course corrections. The next platform to join is Twitter, which you can use to promote your content. When employees are handed new tools but not shown how to think differently about their jobs, the end result is unlikely going to change. Unfortunately, I don’t have space here to address them in detail. Are you as good a writer as you think you are? Â. And this brings me to…. Just keep in mind that eventually you will need to follow that intended focus with action. It’s as much art as science. The more niche your expertise, the easier your rise will be. For data that isn’t available, we’ll note that here and pick it up in the next step. Buyer Demand (% of Buyers) for Visible Experts by Level. If you explain that these emails will contain valuable educational materials and advice — and that you can cancel anytime — you should not deter many downloads. With a good understanding of what questions the business is asking, we can turn to the next element: analyzing data sources, how that data is gathered, and where the data exists. We’ve helped dozens of companies with varying levels of analytical maturity and technical needs craft their data strategy. Level 3: Rising Stars. A steady flow of business will emerge naturally from your relentless pursuit of helping your audience. It lays out a content-based strategy to grow your brand, very much like the one I describe in this roadmap. Jira roadmap integration Connect your high-level strategy with day-to-day planning by syncing your data between Roadmunk and Jira. Email marketing is very different from sending personal emails. And, as with most designs, the more your requirements and future needs are taken into account, the more the solution will actually support the business. Personal branding is so impactful right now — whether you’re a solo player or part of a larger organization. The most effective way to tackle a long-term project is to make a habit of it. The exercise of creating a data strategy is one in which organization leaders take a deliberate look at: A data strategy should lay out a detailed plan to mature in analytic capabilities and transition from making decisions based on hindsight to making decisions with foresight. They command the highest fees, and firms around the world want to be associated with them. Only you can answer that. You may be good at it already, or you may have to acquire it like the rest of us — the hard way, making incremental improvements over time. Now, if you plan to send emails to individuals in the European Union, you will need to comply with the stricter GDPR regulations, such as requiring people to explicitly opt-in to your mailing list (no pre-checked boxes are allowed) and completely deleting individual’s data from your system upon request. Other factors to include in the roadmap are: The roadmap should also contain a timeline that allows for celebration of incremental wins that are earned along the way. Also decide whether you will require single opt-in or double opt-in for new subscribers. Also, be sure to check out the Additional Resources at the end of this piece. If you are new to public speaking, start by addressing small groups — at the local chapter of your professional association or chamber of commerce. A data strategy should provide recommendations for how to apply analytics to extract business-critical insights, and data visualization is key. Ready to get started? Sign up for a data strategy session, and one of our analytics experts will consult with your company about where you want to go with your data. To find these opportunities, you will need to research these online publications and reach out to their owners or editors. So the first thing you need to do is to decide if you really want to try to make a solo ascent, or if a little supplemental oxygen, a band of Sherpas and an experienced guide might make your climb more successful. A carefully planned strategy takes the uncertainty out of your quest for Visible Expertise so that you can concentrate on carrying it out. Select and prepare your email platform. If you need to get buy-in from others in the organization, explain what you are trying to achieve. I’ve developed this roadmap for any service professional, expert or executive who wants to build a personal brand but doesn’t know where to start. That means carving out a little time each day to work on one or two pieces at a time. And as I mentioned earlier, they attract better quality clients, too. 3. These experts get all the media attention, deliver keynotes at top conferences and attract the best clients. Either way, make sure you’ve got a nice looking, legible email template ready to go. Read over your plan one more time. Traditionally published book can deliver instant credibility, but self-published books (for which you can set the price or give away for free) offer more flexibility. LinkedIn is by far the most important social platform for professional services experts. Project Roadmap is an illustrative, high-level outline of a project's key goals and deliverables exhibited on a timeline. So I decided to pretend that I was my own client. This list, of course, just scratches the surface. So I recommend that you download our free book, Online Marketing for Professional Services, which describes many of these tools and how they fit into an overall marketing framework. In our book, The Visible Expert, we identify five progressively more visible levels of expertise: Level 1: Resident Experts. And you would never meet 99% of them without it. Many companies still rely on Excel, email, or a legacy BI tool that doesn’t allow interaction with the data. For starters, Visible Experts make more money. Outreach to blogs and publications. Organizational structure should also be assessed – should analysts be aligned to a business unit or to IT? Here are a few others: What about buyers? Step 9: Enhance your bio/build your website. It’s a journey well worth taking! After all, these can be levers to encourage employees to use data in the way the organization is intending. You will be a teacher first and sales person a distant second.
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