Breaking down silos & becoming a data driven organization:

Achieving buy in & telling the story

Lisa JebodhsinghDirector Performance, Analysis &

Intelligence, IHG

A bit of context to start…

My areas of focus

Source: Apple Tree Insight; Michael Palmer

Structure Process Filter

Insights

5 tips

1. Tell a story

‘A fact is ‘the king died, and the queen died’

A story is ‘ the king died from the sword, and the queen died of a broken heart’

- E.M. Forster

(6)

(4)

(2)

0

2

4

6

8

10

12

2008 2009 2010 2011 2012 2013

Annual Real GDP % Change

China

BRICs

World

US

EU

Source: Oxford Economics

2009 was a disaster for everyoneEvery economy shrank in size as the recession hit

2. Know your audience

MILLIONAIRE

$

$

$1 MILLION$500,000$250,000$100,000$50,000$25,000$15,000$12,500$10,000$7,500$5,000$3,000$2,000$1,000$500

$1 MILLION$500,000$250,000$100,000$50,000$25,000$15,000$12,500$10,000$7,500$5,000$3,000$2,000$1,000$500

1 – Which country is forecast to have the fastest GDP growth in the world in 2015?

A ̶ China B ̶ Libya

C – Sao Tome & Principe D ̶ USCORRECT

INCORRECT INCORRECT

INCORRECT

50:50

3. Make an emotional connection

4. Be different

5. Mix it up

5 tips• Tell a story– Make it accessible

• Know your audience– Make it relevant

• Make an emotional connection– Add context

• Be different

• Mix it up