數(shù)據(jù)科學(xué)/數(shù)據(jù)分析/教育 (Data Science / Data Analytics / Education)

Being a marketing major prior to marketing analytics, presenting was a large part of the coursework I was involved in. Marketing strategy overviews, sales pitches, and case presentations were all a large part of my studies in marketing. Presenting is a very important skill to have, and personally, I’ve never had a problem speaking in front of an audience. Being a musician, I’ve also performed in front of large audiences. You’d think a presentation on analytics or modeling would be the same right? Unfortunately, that’s not the case in the professional world.

在市場(chǎng)營銷分析之前，作為市場(chǎng)營銷專業(yè)的學(xué)生，??演講是我參與課程的很大一部分。市場(chǎng)營銷策略概述，銷售策略和案例演示都是我在市場(chǎng)營銷研究中的很大一部分。 演講是一項(xiàng)非常重要的技能，就我個(gè)人而言，在觀眾面前講話從未有任何問題。 作為一名音樂家，我也在眾多觀眾面前表演過。 您認(rèn)為關(guān)于分析或建模的演示文稿是正確的嗎？ 不幸的是，在專業(yè)領(lǐng)域并非如此。

This summer, I had the opportunity to do two presentations on analytical topics, one in front of my department, and the other in front of the executive team. Now while I am not by any means a full-time professional analyst (hopefully soon!), these two presentations completely changed my perspective on analytical presentations and how to approach them. I’d like to share my thoughts on this, and hopefully help elevate your presentations! In this story, we are going to approach presenting in three stages: research, preparation, and presentation. Let’s dive in!

今年夏天，我有機(jī)會(huì)就分析主題進(jìn)行了兩次演講，一個(gè)在我部門面前，另一個(gè)在執(zhí)行團(tuán)隊(duì)面前。 現(xiàn)在，盡管我絕不是專職專業(yè)分析師(希望很快！)，但這兩個(gè)演示文稿完全改變了我對(duì)分析演示文稿以及如何進(jìn)行分析的看法。 我想分享我的想法，希望對(duì)您的演講有所幫助！ 在這個(gè)故事中，我們將通過三個(gè)階段來進(jìn)行呈現(xiàn)：研究，準(zhǔn)備和呈現(xiàn)。 讓我們潛入吧！

Disclaimer: I am not a full time data professional, I am simply relaying my experiences from my summer internships and personal practice. This is not meant to tell you what exactly you need to know, rather, this is to give you some practical advice from experiences I’ve had. For advanced technical information, please check out Towards Data Science. If you are interested in some advice to help you with presenting, keep reading!

免責(zé)聲明：我不是專職數(shù)據(jù)專業(yè)人士，我只是在總結(jié)我在暑期實(shí)習(xí)和個(gè)人實(shí)踐中的經(jīng)驗(yàn)。 這并不是要告訴您確切需要了解什么，而是要根據(jù)我的經(jīng)驗(yàn)為您提供一些實(shí)用建議。 有關(guān)高級(jí)技術(shù)信息，請(qǐng)查閱 Towards Data Science 。 如果您對(duì)一些可以幫助您提出建議的建議感興趣，請(qǐng)繼續(xù)閱讀！

第一階段：研究 (Stage I: Research)

If you are presenting something, chances are that you have been given a business problem to tackle. It could be something like pulling sales data, analyzing performance, or even creating a machine learning model. No matter what business problem you have, there are some things you should keep in mind as your progress through this stage:

如果您要提出的東西，很可能會(huì)給您一個(gè)業(yè)務(wù)問題來解決。 可能是諸如獲取銷售數(shù)據(jù)，分析性能，甚至創(chuàng)建機(jī)器學(xué)習(xí)模型之類的東西。 無論您遇到什么業(yè)務(wù)問題，在此階段的進(jìn)展中都應(yīng)牢記以下幾點(diǎn)：

記錄您的過程 (Document Your Processes)

Depending on who your audience is, you could get questions about how you came up with your numbers and conclusions. Keeping a “number trail” so you can show your work will give off a sense of professionalism and credibility if you are posed with such a question. Being able to explain how you got to your numbers in a concise way will go a much longer way than stumbling through how you might’ve came up with the numbers you got. This all starts with documenting your processes!

根據(jù)您的聽眾是誰，您可能會(huì)遇到有關(guān)如何得出數(shù)字和結(jié)論的問題。 如果您提出這樣的問題，那么保持“數(shù)字足跡”以便您可以展示自己的作品將會(huì)散發(fā)出專業(yè)感和信譽(yù)感。 能夠用一種簡(jiǎn)潔的方式解釋您的數(shù)字，比絆倒自己想出的數(shù)字的方式要長(zhǎng)得多。 這一切都從記錄您的過程開始！

制定項(xiàng)目計(jì)劃 (Create a Project Plan)

This is more of a workflow/project management topic, but it is also very important when it comes to presenting. Presentations are typically one of the last stages of a project, so using good project management practices will help you stay on time and meet your deadlines. Create a project plan that outlines resources, tools, and milestones with a timeline. From my experience, data professionals enjoy using CRISP-DM and Agile methodologies, however, many data professionals also create their own workflows based on their own experiences. Whatever you use, make sure you use it so you don’t let time get away from you come presentation day.

這更多是工作流/項(xiàng)目管理主題，但在呈現(xiàn)時(shí)也非常重要。 演示通常是項(xiàng)目的最后階段之一，因此，使用良好的項(xiàng)目管理實(shí)踐將有助于您按時(shí)完成任務(wù)并按時(shí)完成任務(wù)。 創(chuàng)建一個(gè)項(xiàng)目計(jì)劃，以時(shí)間表概述資源，工具和里程碑。 根據(jù)我的經(jīng)驗(yàn)，數(shù)據(jù)專業(yè)人員喜歡使用CRISP-DM和敏捷方法，但是，許多數(shù)據(jù)專業(yè)人員也根據(jù)自己的經(jīng)驗(yàn)創(chuàng)建自己的工作流程。 無論您使用什么，請(qǐng)確保使用它，以免浪費(fèi)時(shí)間來參加演示日。

制定應(yīng)變計(jì)劃 (Have a Contingency Plan)

There will be times where you will have something completely planned out for your presentation. You know what data you need to analyze, where to get your data from, and who your audience is. Sometimes things happen though that throw off your plans. When I was working on a presentation, I planned to survey a population within a company I was doing work for. Right before I was going to send the survey out, human resources told me that it was against data protection policies, and that I couldn’t send it out. I had a contingency plan in place to survey a different population, and was able to get it approved and stay on track to present. Had I not created a contingency plan, I would’ve had a much more difficult time putting my presentation together in time to present.

有時(shí)您會(huì)為演示文稿完全計(jì)劃一些內(nèi)容。 您知道需要分析哪些數(shù)據(jù)，從何處獲取數(shù)據(jù)以及受眾是誰。 有時(shí)候事情會(huì)發(fā)生，盡管這使您無法完成計(jì)劃。 在進(jìn)行演示時(shí)，我計(jì)劃調(diào)查我正在為其工作的公司中的人口。 就在我要發(fā)送調(diào)查之前，人力資源部門告訴我這違反了數(shù)據(jù)保護(hù)政策，因此我無法發(fā)送調(diào)查。 我制定了應(yīng)急計(jì)劃來調(diào)查其他人群，并且能夠批準(zhǔn)它并按計(jì)劃進(jìn)行演示。 如果我沒有制定應(yīng)急計(jì)劃，那么將我的演講放到現(xiàn)在就很難了。

第二階段：準(zhǔn)備 (Stage II: Preparation)

In my presentation process, research is about turning data into information. In preparation, information is churned into insights. Ideally, you have done your exploratory data analysis and data cleaning in the research stage, and now you are modeling and coming to conclusions. Here are some ideas to keep in mind as you are working on turning information into insights:

在我的演示過程中，研究涉及將數(shù)據(jù)轉(zhuǎn)化為信息。 在準(zhǔn)備過程中，信息會(huì)轉(zhuǎn)化為見解。 理想情況下，您已經(jīng)在研究階段完成了探索性數(shù)據(jù)分析和數(shù)據(jù)清理，現(xiàn)在您正在建模并得出結(jié)論。 在將信息轉(zhuǎn)化為見解時(shí)，請(qǐng)牢記以下一些想法：

了解你的觀眾 (Know Your Audience)

Knowing your audience is one of the most important variables to keep in mind when preparing and presenting an analytics presentation. A director of business intelligence will understand the information and insights you present in a different way than a vice president of marketing. Always know your audience beforehand because the audience should be the centerpiece of what your presentation looks like and what you say. If you haven’t read one of my previous stories, Data Visualization Audiences and Scenarios, definitely check it out, as the concept of knowing your audience is a prominent theme in that story.

準(zhǔn)備和展示分析演示文稿時(shí)，了解您的受眾是最重要的變量之一。 商業(yè)智能總監(jiān)將以與營銷副總裁不同的方式理解您提供的信息和見解。 事先始終要了解您的聽眾，因?yàn)槁牨姂?yīng)該是您的演示文稿和講話內(nèi)容的核心。 如果您還沒有讀過我以前的故事之一，“ 數(shù)據(jù)可視化受眾和場(chǎng)景” ，請(qǐng)務(wù)必查看一下，因?yàn)榱私馐鼙姷母拍钍窃摴适轮械闹匾黝}。

保持幻燈片簡(jiǎn)單 (Keep Your Slide Deck Simple)

One big takeaway I took from this summer was how to prepare slide decks. In many universities, presentation software is thought of as art. Your slide deck should have fifty slides, two paragraphs on each slide, and six visualizations on each slide right? Not at most companies. Length depends on what you are presenting, but the goal should be to have the least amount of slides and words as possible. Visualizations should be used, but they should take up most of the individual slide. We’ve all been in a presentation where we saw the first slide with a very large amount of content, and kind of just blanked out. Information overload scares audiences, so rather than just trying to shove it into a slide, use the slides as support rather than just the whole presentation. So if I’m talking about sales performance and ways to improve sales for the next quarter, I would probably show the numbers on one slide, the graph on the next, and the insights on the third slide. Audiences don’t just want a presentation, they want a journey.

我從今年夏天開始的一大收獲是如何準(zhǔn)備滑板。 在許多大學(xué)中，演示軟件被認(rèn)為是一種藝術(shù)。 您的幻燈片平臺(tái)應(yīng)該有50張幻燈片，每張幻燈片上有兩個(gè)段落，每張幻燈片上有六個(gè)可視化效果，對(duì)嗎？ 最多的公司都不是。 長(zhǎng)度取決于您要呈現(xiàn)的內(nèi)容，但目標(biāo)應(yīng)該是盡量減少幻燈片和文字的數(shù)量。 應(yīng)該使用可視化，但是它們應(yīng)該占據(jù)大部分單獨(dú)的幻燈片。 我們所有人都在一個(gè)演示文稿中，在那里看到了第一張幻燈片，其中包含大量?jī)?nèi)容，并且有些空白。 信息過載使觀眾感到恐懼，因此，不僅僅是將其推入幻燈片，還應(yīng)將幻燈片用作支持，而不僅僅是整個(gè)演示文稿。 因此，如果我要討論下一個(gè)季度的銷售業(yè)績(jī)和改善銷售的方法，則可能會(huì)在一張幻燈片上顯示數(shù)字，在下一張幻燈片上顯示圖表，在第三張幻燈片上顯示洞察力。 觀眾不僅需要演示，還需要一段旅程。

“Audiences don’t just want a presentation, they want a journey.”

“受眾不僅需要演示，還需要一段旅程?！?

練習(xí)確實(shí)有幫助 (Practice Really Helps)

I had to give a presentation to the executive team and senior vice presidents as part of my internship this past summer. I was on a team with two other interns. As a team, we practiced our presentation at least seven to ten times. I’ll get into this in another point, but analytical presentations are quite different than sales or marketing presentations. You can’t second guess yourself or pitch your data. If the numbers are correct, than you should know that they are right! When you get in front of a group of people, your credibility and confidence is put at risk, therefore, many people (including myself) automatically say the words “probably” or “should”. These should be avoided at all costs, and practice helps with this. With time pertaining, practice your presentation at least five to ten times so you can feel confident about it. If you feel confident, so will your audience. Our job is to make our audience feel confident about our data and insights, so that they can feel confident in their decisions that could directly influence the company.

去年夏天，作為實(shí)習(xí)的一部分，我不得不向執(zhí)行團(tuán)隊(duì)和高級(jí)副總裁作演講。 我和另外兩名實(shí)習(xí)生一起工作。 作為一個(gè)團(tuán)隊(duì)，我們至少練習(xí)了七到十次演示。 我將在另一點(diǎn)對(duì)此進(jìn)行討論，但是分析性演示與銷售或營銷演示完全不同。 您無法再猜測(cè)自己或推銷數(shù)據(jù)。 如果數(shù)字正確，那么您應(yīng)該知道它們是正確的！ 當(dāng)您站在一群人面前時(shí)，您的信譽(yù)和信心就會(huì)受到威脅，因此，許多人(包括我自己)都會(huì)自動(dòng)說“可能”或“應(yīng)該”。 應(yīng)不惜一切代價(jià)避免這些情況，實(shí)踐可以幫助實(shí)現(xiàn)這一點(diǎn)。 隨著時(shí)間的流逝，至少要練習(xí)五到十次演示，以使您對(duì)此充滿信心。 如果您有信心，聽眾也一樣。 我們的工作是使聽眾對(duì)我們的數(shù)據(jù)和見解充滿信心，從而使他們對(duì)可以直接影響公司的決策充滿信心。

第三階段：介紹 (Stage III: Presentation)

Now that you’ve done your research and put your presentation together, it’s time to actually present. While presentations can be daunting, here’s a few tips that have helped me when presenting analytical topics:

現(xiàn)在您已經(jīng)完成了研究并將演示文稿放在一起，現(xiàn)在該進(jìn)行實(shí)際演示了。 雖然演講可能令人生畏，但以下一些技巧在介紹分析性主題時(shí)對(duì)我有幫助：

避免補(bǔ)語 (Avoid Filler Words)

Avoid using words and phrases such as “l(fā)ike”, “um”, “I think”, “I assume”, etc. Now this is a very difficult thing to put into practice, but it will elevate your presentations. When you are in a presentation and nervously say, “I assume that sales will increase next year”, that will make your audience question your credibility. Most likely, you will have an idea if sales will increase or decrease based on your data, so rather than saying, “I assume that sales will increase next year”, say something like, “I expect that sales will increase next year”. This adds a touch of confidence, which gives your audience confidence in your credibility.

避免使用諸如“喜歡”，“嗯”，“我認(rèn)為”，“我假設(shè)”之類的詞和短語?，F(xiàn)在這很難付諸實(shí)踐，但會(huì)提高您的演示效果。 當(dāng)您在演示文稿中緊張地說：“我認(rèn)為明年銷量會(huì)增加”時(shí)，這會(huì)使您的聽眾質(zhì)疑您的信譽(yù)。 最有可能的是，您將根據(jù)數(shù)據(jù)確定銷售量是增加還是減少，因此，您不必說“我認(rèn)為明年銷售量會(huì)增加”，而是說“我希望明年銷售量會(huì)增加”。 這增加了信心，使聽眾對(duì)您的信譽(yù)充滿信心。

與屏幕互動(dòng) (Interact with the Screen)

Presentations are a journey. If you want your audience to pay attention, you need to guide them through your slides. Let’s say you have a graph showing marketing engagement projections over the next year. Rather than sitting there talking about the projections, I would recommend getting up and moving near the screen and pointing to the different data points as you explain your findings. This will help your audience make sense of what they are seeing. If you remember visiting a college that you knew nothing about by yourself, it probably wasn’t that enjoyable. However, if you visited a college you knew nothing about AND had a tour guide to help you, that was probably a much more enjoyable experience. During the COVID-19 pandemic, this is also applicable. In a Zoom or Skype meeting, you can use your mouse cursor to simulate pointing at the screen in person.

演示是一個(gè)旅程。 如果要讓觀眾注意，則需要引導(dǎo)他們?yōu)g覽幻燈片。 假設(shè)您有一張圖表，顯示下一年的市場(chǎng)營銷參與度預(yù)測(cè)。 建議您不要站在那里談?wù)撏队?#xff0c;而是建議您站起來并靠近屏幕，并在解釋您的發(fā)現(xiàn)時(shí)指向不同的數(shù)據(jù)點(diǎn)。 這將幫助您的聽眾理解他們所看到的。 如果您還記得去過一所自己并不了解的大學(xué)，那可能就不那么愉快了。 但是，如果您訪問了一所大學(xué)，那么您一無所知，并且有一個(gè)導(dǎo)游可以幫助您，那可能是一種更加愉快的體驗(yàn)。 在COVID-19大流行期間，這也適用。 在Zoom或Skype會(huì)議中，您可以使用鼠標(biāo)光標(biāo)模擬面對(duì)面的指向。

保持相關(guān)解釋 (Keep Your Explanation Relevant)

Domain knowledge and department knowledge is important when presenting. If you are presenting to other analysts and data scientists, it’s probably acceptable to go into detail about your regression model or mean average error. If you are presenting to sales executives, this probably is not the right direction to go. For example, I used linear regression as a tool in my executive team presentation this summer, and rather then going into detail about how I set up the regression or what variables I assigned in Python, I discussed how the relationships between the variables was important. This goes back to knowing your audience, which is the most powerful concept you can incorporate in your presentation.

介紹時(shí)，領(lǐng)域知識(shí)和部門知識(shí)很重要。 如果您要向其他分析師和數(shù)據(jù)科學(xué)家介紹，則可以詳細(xì)了解回歸模型或平均誤差。 如果您要向銷售主管介紹，這可能不是正確的方向。 例如，今年夏天，我在執(zhí)行團(tuán)隊(duì)的演講中使用線性回歸作為工具，然后更詳細(xì)地介紹了如何設(shè)置回歸或在Python中分配了哪些變量，而是討論了變量之間的關(guān)系如何重要。 這可以追溯到了解您的聽眾，這是您可以在演示文稿中使用的最強(qiáng)大的概念。

結(jié)論 (Conclusion)

I hope that these tips will be helpful in your presentations! As data students and professionals, our job is to act as tour guides into our worlds. We have a very distinct and different line of work than other parts of a business, yet our information is incredibly important to the success of a business. Bring your passion of data into your presentations, and your audience will notice! Be well, and stay safe!

我希望這些技巧對(duì)您的演示會(huì)有所幫助！ 作為數(shù)據(jù)專業(yè)的學(xué)生和專業(yè)人員，我們的工作是充當(dāng)進(jìn)入世界的導(dǎo)游。 與業(yè)務(wù)的其他部分相比，我們擁有截然不同的工作線，但是我們的信息對(duì)于業(yè)務(wù)的成功至關(guān)重要。 將您對(duì)數(shù)據(jù)的熱情帶入演示文稿中，您的聽眾將注意到！ 健康，并保持安全！

Check out some of my other stories!

看看我的其他一些故事！

Data Visualization Audiences and Scenarios

數(shù)據(jù)可視化的受眾和場(chǎng)景

Three Tech Stacks for Aspiring Analysts

面向有抱負(fù)的分析師的三大技術(shù)棧

10 Tips for a Successful Internship

成功實(shí)習(xí)的10個(gè)秘訣

What I Learned as a Marketing Analytics Intern

我作為營銷分析實(shí)習(xí)生學(xué)到的知識(shí)

A Day in the Life of a Marketing Analytics Intern

營銷分析實(shí)習(xí)生的一天

To contact me or receive more content, follow me on Twitter @BMNAnalytics!

要與我聯(lián)系或接收更多內(nèi)容，請(qǐng)?jiān)赥witter @ BMNAnalytics 上關(guān)注我 ！

翻譯自: https://towardsdatascience.com/how-to-present-for-aspiring-analysts-c0c0b15555c5

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