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What Are Effective Presentation Skills (and How to Improve Them)

Presentation skills are essential for your personal and professional life. Learn about effective presentations and how to boost your presenting techniques.

At least seven out of 10 Americans agree that presentation skills are essential for a successful career [ 1 ]. Although it might be tempting to think that these are skills reserved for people interested in public speaking roles, they're critical in a diverse range of jobs. For example, you might need to brief your supervisor on research results.

Presentation skills are also essential in other scenarios, including working with a team and explaining your thought process, walking clients through project ideas and timelines, and highlighting your strengths and achievements to your manager during performance reviews.

Whatever the scenario, you have very little time to capture your audience’s attention and get your point across when presenting information—about three seconds, according to research [ 2 ]. Effective presentation skills help you get your point across and connect with the people you’re communicating with, which is why nearly every employer requires them.

Understanding what presentation skills are is only half the battle. Honing your presenting techniques is essential for mastering presentations of all kinds and in all settings.

What are presentation skills?

Presentation skills are the abilities and qualities necessary for creating and delivering a compelling presentation that effectively communicates information and ideas. They encompass what you say, how you structure it, and the materials you include to support what you say, such as slides, videos, or images.

You'll make presentations at various times in your life. Examples include:

Making speeches at a wedding, conference, or another event

Making a toast at a dinner or event

Explaining projects to a team 

Delivering results and findings to management teams

Teaching people specific methods or information

Proposing a vote at community group meetings

Pitching a new idea or business to potential partners or investors

Why are presentation skills important? 

Delivering effective presentations is critical in your professional and personal life. You’ll need to hone your presentation skills in various areas, such as when giving a speech, convincing your partner to make a substantial purchase, and talking to friends and family about an important situation.

No matter if you’re using them in a personal or professional setting, these are the skills that make it easier and more effective to convey your ideas, convince or persuade others, and experience success. A few of the benefits that often accompany improving your presentation skills include:

Enriched written and verbal communication skills

Enhanced confidence and self-image

Boosted critical thinking and problem-solving capabilities

Better motivational techniques

Increased leadership skills

Expanded time management, negotiation, and creativity

The better your presenting techniques, the more engaging your presentations will be. You could also have greater opportunities to make positive impacts in business and other areas of your life.

Effective presentation skills

Imagine yourself in the audience at a TED Talk or sitting with your coworkers at a big meeting held by your employer. What would you be looking for in how they deliver their message? What would make you feel engaged?

These are a few questions to ask yourself as you review this list of some of the most effective presentation skills.

Verbal communication

How you use language and deliver messages play essential roles in how your audience will receive your presentation. Speak clearly and confidently, projecting your voice enough to ensure everyone can hear. Think before you speak, pausing when necessary and tailoring the way you talk to resonate with your particular audience.

Body language

Body language combines various critical elements, including posture, gestures, eye contact, expressions, and position in front of the audience. Body language is one of the elements that can instantly transform a presentation that would otherwise be dull into one that's dynamic and interesting.

Voice projection

The ability to project your voice improves your presentation by allowing your audience to hear what you're saying. It also increases your confidence to help settle any lingering nerves while also making your message more engaging. To project your voice, stand comfortably with your shoulders back. Take deep breaths to power your speaking voice and ensure you enunciate every syllable you speak.

How you present yourself plays a role in your body language and ability to project your voice. It also sets the tone for the presentation. Avoid slouching or looking overly tense. Instead, remain open, upright, and adaptable while taking the formality of the occasion into account.

Storytelling

Incorporating storytelling into a presentation is an effective strategy used by many powerful public speakers. It has the power to bring your subject to life and pique the audience’s curiosity. Don’t be afraid to tell a personal story, slowly building up suspense or adding a dramatic moment. And, of course, be sure to end with a positive takeaway to drive your point home.

Active listening

Active listening is a valuable skill all on its own. When you understand and thoughtfully respond to what you hear—whether it's in a conversation or during a presentation—you’ll likely deepen your personal relationships and actively engage audiences during a presentation. As part of your presentation skill set, it helps catch and maintain the audience’s attention, helping them remain focused while minimizing passive response, ensuring the message is delivered correctly, and encouraging a call to action.

Stage presence

During a presentation, projecting confidence can help keep your audience engaged. Stage presence can help you connect with your audience and encourage them to want to watch you. To improve your presence, try amping up your normal demeanor by infusing it with a bit of enthusiasm. Project confidence and keep your information interesting.

Watch your audience as you’re presenting. If you’re holding their attention, it likely means you’re connecting well with them.

Self-awareness

Monitoring your own emotions and reactions will allow you to react well in various situations. It helps you remain personable throughout your presentation and handle feedback well. Self-awareness can help soothe nervousness during presentations, allowing you to perform more effectively.

Writing skills

Writing is a form of presentation. Sharp writing skills can help you master your presentation’s outline to ensure you stay on message and remain clear about your objectives from the beginning until the end. It’s also helpful to have strong writing abilities for creating compelling slides and other visual aids.

Understanding an audience

When you understand your audience's needs and interests, you can design your presentation around them. In turn, you'll deliver maximum value to them and enhance your ability to make your message easy to understand.

Learn more about presentation skills from industry experts at SAP:

How to improve presentation skills

There’s an art to public speaking. Just like any other type of art, this is one that requires practice. Improving your presentation skills will help reduce miscommunications, enhance your time management capabilities, and boost your leadership skills. Here are some ways you can improve these skills:

Work on self-confidence.

When you’re confident, you naturally speak more clearly and with more authority. Taking the time to prepare your presentation with a strong opening and compelling visual aids can help you feel more confident. Other ways to improve your self-confidence include practicing positive self-talk, surrounding yourself with positive people, and avoiding comparing yourself (or your presentation) to others.

Develop strategies for overcoming fear.

Many people are nervous or fearful before giving a presentation. A bad memory of a past performance or insufficient self-confidence can contribute to fear and anxiety. Having a few go-to strategies like deep breathing, practicing your presentation, and grounding can help you transform that fear into extra energy to put into your stage presence.

Learn grounding techniques.

Grounding is any type of technique that helps you steer your focus away from distressing thoughts and keeps you connected with your present self. To ground yourself, stand with your feet shoulder-width apart and imagine you’re a large, mature tree with roots extending deep into the earth—like the tree, you can become unshakable.

Learn how to use presentation tools.

Visual aids and other technical support can transform an otherwise good presentation into a wow-worthy one. A few popular presentation tools include:

Canva: Provides easy-to-design templates you can customize

Powtoon: Animation software that makes video creation fast and easy

PowerPoint: Microsoft's iconic program popular for dynamic marketing and sales presentations

Practice breathing techniques.

Breathing techniques can help quell anxiety, making it easier to shake off pre-presentation jitters and nerves. It also helps relax your muscles and get more oxygen to your brain.  For some pre-presentation calmness, you can take deep breaths, slowly inhaling through your nose and exhaling through your mouth.

While presenting, breathe in through your mouth with the back of your tongue relaxed so your audience doesn't hear a gasping sound. Speak on your exhalation, maintaining a smooth voice.

Gain experience.

The more you practice, the better you’ll become. The more you doanything, the more comfortable you’ll feel engaging in that activity. Presentations are no different. Repeatedly practicing your own presentation also offers the opportunity to get feedback from other people and tweak your style and content as needed.

Tips to help you ace your presentation

Your presentation isn’t about you; it’s about the material you’re presenting. Sometimes, reminding yourself of this ahead of taking center stage can help take you out of your head, allowing you to connect effectively with your audience. The following are some of the many actions you can take on the day of your presentation.

Arrive early.

Since you may have a bit of presentation-related anxiety, it’s important to avoid adding travel stress. Give yourself an abundance of time to arrive at your destination, and take into account heavy traffic and other unforeseen events. By arriving early, you also give yourself time to meet with any on-site technicians, test your equipment, and connect with people ahead of the presentation.

Become familiar with the layout of the room.

Arriving early also gives you time to assess the room and figure out where you want to stand. Experiment with the acoustics to determine how loudly you need to project your voice, and test your equipment to make sure everything connects and appears properly with the available setup. This is an excellent opportunity to work out any last-minute concerns and move around to familiarize yourself with the setting for improved stage presence.

Listen to presenters ahead of you.

When you watch others present, you'll get a feel for the room's acoustics and lighting. You can also listen for any data that’s relevant to your presentation and revisit it during your presentation—this can make the presentation more interactive and engaging.

Use note cards.

Writing yourself a script could provide you with more comfort. To prevent sounding too robotic or disengaged, only include talking points in your note cards in case you get off track. Using note cards can help keep your presentation organized while sounding more authentic to your audience.

Learn to deliver clear and confident presentations with Dynamic Public Speaking from the University of Washington. Build confidence, develop new delivery techniques, and practice strategies for crafting compelling presentations for different purposes, occasions, and audiences.

Article sources

Forbes. “ New Survey: 70% Say Presentation Skills are Critical for Career Success , https://www.forbes.com/sites/carminegallo/2014/09/25/new-survey-70-percent-say-presentation-skills-critical-for-career-success/?sh=619f3ff78890.” Accessed December 7, 2022.

Beautiful.ai. “ 15 Presentation and Public Speaking Stats You Need to Know , https://www.beautiful.ai/blog/15-presentation-and-public-speaking-stats-you-need-to-know. Accessed December 7, 2022.

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• the best web analytics presentation

How to Make The Best Web Analytics Presentation for Your Bosses

So you've got to make a   web analytics presentation  for  your bosses (no pressure!). For many   digital marketing   professionals or junior analysts, this can feel like a daunting task. How do you display and communicate the information? Which information do you include or leave out? How do you make it interesting?

First things first, make sure you've got the best possible tool to create your report. By using a web reporting automated tool like DashThis , you won't have to create your report from scratch every month and will have a good-looking, clear report to show off. 

Get this template with your own analytics data

You can create   SEO   reports , or a  Google Analytics report with all your   Google Analytics   accounts, any other   search engine   data, and  any other  online marketing   platforms, such as a social media report in no time. You even got preset report templates to get you started right away. 

Now that you're all set, here is the 6-step process I’ve used to deliver more effective presentations, shape my company’s marketing strategy, and earn the confidence of my bosses.

Step 1 - Discover the primary business concerns

Step 2 - find all the angles, step 3 - remove the non-essential, step 4 - prepare for derailment, step 5 - shape it into a story, step 6 - provide one key takeaway.

• Pro Tip - KPI Dashboarding for the win

If you are tasked with giving your bosses a "Google Analytics   overview presentation", or something of the sort, you are going to be stumped...big time. There are just way too many Google Analytics reports and   relevant information   to attempt to communicate it concisely. 

Your job is not to be a prophet that reads minds, interprets data, and translates valuable insight for all to revere. Your job is to find and present relevant data that will address their primary business concerns and help them make better business decisions.

So before you start, you first need to understand what the primary business concerns of your bosses are. Ask your bosses this two-part question and tailor your content to make it relevant to them:

"What's one question you wish you could get answered about our website?"

and "what's one thing you hope to learn from our website visitors?"

For example, let's say your bosses tell you that they want to find out:

Which markets the company is gaining organic e-commerce traction in? 

And, which blog content is actually driving business?

These questions will give your presentation focus and make it relevant to their primary business concerns. If you don't have direct access to the bosses you are presenting to, reach out to someone who works closely with them and who understands their concerns.

Once you've gotten context regarding the primary business concerns of your bosses, it's time to find the reports which will best address those concerns and provide insight. 

At this stage, you're not formulating your final   Google Analytics   presentation slides or practicing your delivery, you're simply acting like a detective to find all the possible reports which will answer their questions. Go for volume here, and try to explore as many angles as possible. 

Sticking with our examples above, let's look at how we can answer those questions:

1. Which markets is the company gaining organic e-commerce traction in?

Let’s go to our Custom Reports tab for this one:

...and look at organic e-commerce behaviour by city. You can also look at region or country depending on the scope of your business. 

Here’s what this Custom Report shows us: (Data taken from the Google Merchandise Store Demo Account).

It looks like New York had an increase in   Avg. Order Value, E-commerce   Conversion Rate, and Revenue, even with a drop in Sessions and Users. This might suggest to your bosses that a focused paid search, display campaign, new retail store, or partnership in those areas could be successful. (The numbers in the example above are too small to be statistically significant, but this is just for demonstration purposes). Ok, time to explore the second question...

2. Which blog content is actually driving business?

We’ll go back to our Custom Reports for this one:

In this custom report example, we're looking at which blog   Landing Pages   (website entry pages) led to a Goal Conversion. I recommend only including goals that have a dollar value associated with them (vs. behaviour metrics), but for the purposes of the example, this report would show us our top   Landing Pages   in the blog section of our website which led to a Goal Conversion.

Note: I also included Bounce Rate, Pageviews, and Avg. Time on Page to give us more context regarding the behaviour on each page, but don’t let this distract you from answering your bosses’ primary business concerns.

Now, let’s look at things from a different angle…

We now know which blog   Landing Pages   are leading to Goal Conversions, but what about the blog   Pageviews   that happen after someone has already landed on our site? 

We can use the Page Value metric here to give us the information we need.

Page Value will show us which content is the most valuable in relation to our goals, regardless of whether it was a   Landing Page   or not.

Remember, we're trying to uncover multiple angles here to give us the clearest overall picture before we even touch our   Google Analytics   presentation ppt (or a   Google Analytics   Reporting Tool   if you’re like me). This report gives us a second way to analyze the data so we can be more confident that what we are presenting is accurate and relevant.

Note: You must have monetary values assigned to your Goals in order for the Page Value metric to populate.

These are just 2 basic examples of different ways that you can slice and dice information to make your   Google Analytics   presentation relevant to your bosses. You can see that once we have a focus, it's easy to get to work finding the types of reports that will communicate the data effectively. 

If you're new to   Google Analytics   and have no idea how to create these reports, a quick Google and Youtube search will give you multiple examples, walkthroughs, and ideas to try out. Or visit   Analytics Academy   for free training and courses.

Once you've spent time brainstorming all the different types of reports and angles to represent the data, it's time to find the core narrative . What information is core to answering your bosses’ primary business concerns and what isn't?

It's easy to want to show your boss a million things to prove how smart and amazing you are, but resist the urge! You will only create a lack of focus in your presentation. A question you can ask yourself here is: 

“Does adding this information help answer my bosses’ primary business concerns or does it take things in a slightly different direction?”

An example of this might be noticing that certain blog posts have a higher   Bounce Rate   on mobile vs. desktop. This is still important because it suggests that you need to consider optimizing your blog or site to be more mobile-friendly, but it is a departure from the original question and will send the conversation spiralling off into another direction.

If it doesn't add direct value to the core narrative, remove it. You can always save it for a future conversation.

There is nothing more devastating to the focus of your presentation that an odd statistical anomaly throwing the conversation completely off course. People (and bosses especially) tend to place more importance on the things they are familiar with, regardless of whether or not it’s relevant to your presentation.

Make sure you prepare yourself ahead of time by identifying all of the potential anomalies that your bosses might comment on. Then seek out real-world evidence of what caused them and why. 

If one of your bosses interrupts you mid-sentence and says “So why did our   Bounce Rate   jump so high on Sept 17th??” (and they love to do this by the way), make sure you have a quick and punchy answer to address their unwarranted concern and then swiftly get back to your original narrative. 

Once you've got your core narrative, it's time to shape it into a story. There's a simple framework called A-B-T which I suggest to all presenters of potentially boring information. It goes like this: 

A-B-T = A nd- B ut- T herefore. Remember it!

Most analytically-minded types aren't the most naturally versed in theatre and entertainment. Their presentations tend to be a series of "we noticed this, and then we noticed this, and then we found this...". This sounds very scientific and all, but it is an " and, and, and " method of communicating and it's actually similar to the way little children tell stories. 

Example: "I went to Billy's, and then we made a fort, and then we had ice cream, and then...".

Using "And, But, Therefore" structures your information into a three-act narrative (thesis, antithesis, synthesis) that will help your audience follow along. For example:

"We discovered that the referring site driving the most revenue is Company X, and traffic from them has increased 10% year-over-year, but interestingly enough, our Goal   Conversion Rate   from Referrer Y has almost tripled with a 192% increase in month-over-month revenue! Therefore we're really optimistic about pursuing new content partnerships with company Y."

Wow! What a difference!

This method of communicating is significantly more interesting and memorable. It highlights lessons learned and forces you to think about cause and effect relationships. In fact, I would recommend formatting every single presentation you ever do in this format.

Try to think of your entire presentation as an arc in this way: A series of observations (thesis), one unexpected key finding or challenge (antithesis), one key take away (synthesis). Then, break down the sub-sections into mini-A-B-T structures to provide narrative throughout.

If you follow the A-B-T structure above, your presentation should really have ONE key takeaway that directly answers the primary business concerns that your bosses had. 

You will likely spot many relevant insights and actions that need to be shared and applied to answer the primary business concerns, but give the most weight to that single takeaway. Your bosses have a million things on their plates and can't keep track of more than one key insight following that presentation. 

Pro Tip -   KPI   Dashboarding for the win

Speaking as a business decision-maker myself, having accurate metrics and data for measuring my team's efforts is one of the most important operations in my business.

It's why I suggest going beyond your basic   Google Analytics   presentation slides and making your bosses a   Key Performance Indicators   (KPI) Dashboard that can serve as a central part of your Business Intelligence strategy.   DashThis   is an excellent tool for doing this!

Once you've created a live dashboard to track all your most important high-level   KPIs, you use it to indicate to you when certain   KPIs   are off and then, like a detective, create specific presentations that dig deeper to highlight the key findings that led to those   KPIs   underperforming.

Follow these 6 steps and you’ll have a   web analytics presentation   that will knock the socks off your bosses and earn you a reputation as being the ‘go-to’ person for all important business decisions:

Discover the primary business concerns

Find all the angles

Remove the non-essential

Prepare for derailment

Shape it into a story

Provide one key insight

Bonus: Use   KPI   Dashboarding   for greater business intelligence

Delivering great presentations is a complex skill learned over time. Continue to apply and refine the ideas shared here and eventually, with practice, you’ll be a   web analytics presentation   savant.

Then your bosses will be sure to get your expert opinion before all of their important business decisions. Not a bad position to be in… Good luck!

Want to create the perfect  digital marketing  presentation dashboard including data from your  analytics tools  AND  social media  platforms? 

Warren has a decade of experience as a client-side marketer. As Marketing Director of Kintec, he built a marketing team of seven while achieving multiple consecutive years of record company growth. Now, as agency partner at Ollo Metrics , he helps business leaders learn data-driven marketing strategies to build scalable and resilient businesses.

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Powerful and Effective Presentation Skills: More in Demand Now Than Ever

When we talk with our L&D colleagues from around the globe, we often hear that presentation skills training is one of the top opportunities they’re looking to provide their learners. And this holds true whether their learners are individual contributors, people managers, or senior leaders. This is not surprising.

Effective communications skills are a powerful career activator, and most of us are called upon to communicate in some type of formal presentation mode at some point along the way.

For instance, you might be asked to brief management on market research results, walk your team through a new process, lay out the new budget, or explain a new product to a client or prospect. Or you may want to build support for a new idea, bring a new employee into the fold, or even just present your achievements to your manager during your performance review.

And now, with so many employees working from home or in hybrid mode, and business travel in decline, there’s a growing need to find new ways to make effective presentations when the audience may be fully virtual or a combination of in person and remote attendees.

Whether you’re making a standup presentation to a large live audience, or a sit-down one-on-one, whether you’re delivering your presentation face to face or virtually, solid presentation skills matter.

Even the most seasoned and accomplished presenters may need to fine-tune or update their skills. Expectations have changed over the last decade or so. Yesterday’s PowerPoint which primarily relied on bulleted points, broken up by the occasional clip-art image, won’t cut it with today’s audience.

The digital revolution has revolutionized the way people want to receive information. People expect presentations that are more visually interesting. They expect to see data, metrics that support assertions. And now, with so many previously in-person meetings occurring virtually, there’s an entirely new level of technical preparedness required.

The leadership development tools and the individual learning opportunities you’re providing should include presentation skills training that covers both the evergreen fundamentals and the up-to-date capabilities that can make or break a presentation.

So, just what should be included in solid presentation skills training? Here’s what I think.

The fundamentals will always apply When it comes to making a powerful and effective presentation, the fundamentals will always apply. You need to understand your objective. Is it strictly to convey information, so that your audience’s knowledge is increased? Is it to persuade your audience to take some action? Is it to convince people to support your idea? Once you understand what your objective is, you need to define your central message. There may be a lot of things you want to share with your audience during your presentation, but find – and stick with – the core, the most important point you want them to walk away with. And make sure that your message is clear and compelling.

You also need to tailor your presentation to your audience. Who are they and what might they be expecting? Say you’re giving a product pitch to a client. A technical team may be interested in a lot of nitty-gritty product detail. The business side will no doubt be more interested in what returns they can expect on their investment.

Another consideration is the setting: is this a formal presentation to a large audience with questions reserved for the end, or a presentation in a smaller setting where there’s the possibility for conversation throughout? Is your presentation virtual or in-person? To be delivered individually or as a group? What time of the day will you be speaking? Will there be others speaking before you and might that impact how your message will be received?

Once these fundamentals are established, you’re in building mode. What are the specific points you want to share that will help you best meet your objective and get across your core message? Now figure out how to convey those points in the clearest, most straightforward, and succinct way. This doesn’t mean that your presentation has to be a series of clipped bullet points. No one wants to sit through a presentation in which the presenter reads through what’s on the slide. You can get your points across using stories, fact, diagrams, videos, props, and other types of media.

Visual design matters While you don’t want to clutter up your presentation with too many visual elements that don’t serve your objective and can be distracting, using a variety of visual formats to convey your core message will make your presentation more memorable than slides filled with text. A couple of tips: avoid images that are cliched and overdone. Be careful not to mix up too many different types of images. If you’re using photos, stick with photos. If you’re using drawn images, keep the style consistent. When data are presented, stay consistent with colors and fonts from one type of chart to the next. Keep things clear and simple, using data to support key points without overwhelming your audience with too much information. And don’t assume that your audience is composed of statisticians (unless, of course, it is).

When presenting qualitative data, brief videos provide a way to engage your audience and create emotional connection and impact. Word clouds are another way to get qualitative data across.

Practice makes perfect You’ve pulled together a perfect presentation. But it likely won’t be perfect unless it’s well delivered. So don’t forget to practice your presentation ahead of time. Pro tip: record yourself as you practice out loud. This will force you to think through what you’re going to say for each element of your presentation. And watching your recording will help you identify your mistakes—such as fidgeting, using too many fillers (such as “umm,” or “like”), or speaking too fast.

A key element of your preparation should involve anticipating any technical difficulties. If you’ve embedded videos, make sure they work. If you’re presenting virtually, make sure that the lighting is good, and that your speaker and camera are working. Whether presenting in person or virtually, get there early enough to work out any technical glitches before your presentation is scheduled to begin. Few things are a bigger audience turn-off than sitting there watching the presenter struggle with the delivery mechanisms!

Finally, be kind to yourself. Despite thorough preparation and practice, sometimes, things go wrong, and you need to recover in the moment, adapt, and carry on. It’s unlikely that you’ll have caused any lasting damage and the important thing is to learn from your experience, so your next presentation is stronger.

How are you providing presentation skills training for your learners?

Manika Gandhi is Senior Learning Design Manager at Harvard Business Publishing Corporate Learning. Email her at [email protected] .

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Online Metrics

Google Analytics Courses and Consulting

March 3, 2014 By Paul Koks Leave a Comment

Top 10 Skills of a Great Web Analyst

Why don’t they act on the outcomes of this A/B experiment? How can I bring more meaning to the data? What presentation form will work the best?

Those questions can’t be answered with one single answer. Every situation is different and that’s the beauty of working in this amazing web analytics field.

Working as a Web Analyst is never easy, but always challenging!

The rise of data driven marketing asks for highly skilled Web Analysts. Are you ready to grow? Great, let’s dive into 10 skills to cultivate on your Analytics path!

1. Business Acumen

Always start with a question or “business problem”. It’s literally a waste of time to dive into any Web Analytics tool with no prior goal setting.

Your data analysis becomes much more effective if you know what you are solving for. Ask different people a lot of questions if you are not sure where to start.

Watch this video to get a better understanding of “Business Acumen”:

2. Problem Solving Skills

A great Web Analyst is highly analytical and knows how to solve difficult business questions.

This is one of the most important skills to develop further. Be prepared to get many questions from your colleagues, clients, bosses and all the other persons you are dealing with.

Train yourself in deriving insights from data and how to present them in a logical and convincing way. And boost your Web Analytics career .

3. Data Visualization Skills

A picture tells more than 1.000 words. In most cases a picture tells more than numbers as well. Make sure you learn how to present data in a meaningful way. Know your audience and match a strategy that fits.

Learn more about data visualization in Google Data Studio .

And take your time to watch “The beauty of data visualization” movie:

4. Understanding of Traffic Drivers

Maybe it should not be called a skill, but crucially important for sure.

Not too long ago I had a job interview with a starter willing to become a Web Analyst. Unfortunately this person didn’t even know the basics of SEO, Affiliate Marketing and SEA.

How can you analyze and optimize traffic channels without knowing how they work?

You don’t have to be an expert in every field. However, knowing the basics of all online marketing disciplines makes you much more valuable. Devote a few hours per week to enhance your online marketing skill set.

Market Motive’s internet marketing courses might be a great place to start!

5. Adaptation Skills

Learn to work with more than one tool so that you can easily adapt to any situation you might get into. It’s true that Google Analytics is very popular, but knowing how to work with Adobe Sitecatalyst, Sitestat or any other Web Analytics tool is valuable.

Expand your experience to qualitative analytics , usability and competitive analysis tools and you will do great!

6. Strong Communication Skills

You need the ability to interpret complex or technical concepts to a wide range of audiences:

• Find a problem to solve
• Dig through the data and derive great insights
• Choose the best way to present the data
• Convey your message to the audience
• Get things changed!

From experience I know that many Web Analysts need to work on this skill. You get better by doing it!

7. Political Skills

You might work as a self-employed consultant or as a Web Analyst within a company. In both cases political challenges are closer than you might think.

Learn how a company is structured and who makes the final decisions. Your job is at stake if you give many advices and nothing get implemented. Convince others based on true data and insights.

And make sure to overrule the  HIPPO’s on your path! For those who don’t know: HIPPO stands for “ Highest Paid Person’s Opinion “.

Watch Avinash talk about how to “kill” the HIPPO’s opinion:

8. Technical Skills

It is not your task to code everything on the website. A technical background is not a requirement in most cases. However, it makes your job a lot easier!

You need to communicate to different departments. If you “talk” the language of the technical department, it is definitely a great help.

Equip yourself with basic HTML and JavaScript skills and get a raise! :-)

9. Patience

Patience, it’s really a skill! Be honest, how many of you feel uncomfortable in a waiting line?

A Web Analyst is known to be a fast thinker. Much faster than most people he works with.

Be prepared to step back and help others take the same road. It’s not a race. You will blew it if you are running too fast and nobody can keep up with you!

10. Autodidactic Learning

Last but not least, become a selfstarter. Web Analysts need to keep on learning. Read books, attend seminars and webinars. Build a website!

There are people out there who can teach you new skills. But, there is more. “Learning on your own” is a must on your path to greatness!

What web analytics skills would you like to see in this list? I really like to hear your opinion!

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6 presentation skills and how to improve them

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What are presentation skills?

The importance of presentation skills, 6 presentation skills examples, how to improve presentation skills.

Tips for dealing with presentation anxiety

Learn how to captivate an audience with ease

Capturing an audience’s attention takes practice. 

Over time, great presenters learn how to organize their speeches and captivate an audience from start to finish. They spark curiosity, know how to read a room , and understand what their audience needs to walk away feeling like they learned something valuable.

Regardless of your profession, you most likely use presentation skills on a monthly or even weekly basis. Maybe you lead brainstorming sessions or host client calls. 

Developing effective presentation skills makes it easier to contribute ideas with confidence and show others you’re someone to trust. Although speaking in front of a crowd sometimes brings nerves and anxiety , it also sparks new opportunities.

Presentation skills are the qualities and abilities you need to communicate ideas effectively and deliver a compelling speech. They influence how you structure a presentation and how an audience receives it. Understanding body language , creating impactful visual aids, and projecting your voice all fall under this umbrella.

A great presentation depends on more than what you say. It’s about how you say it. Storytelling , stage presence, and voice projection all shape how well you express your ideas and connect with the audience. These skills do take practice, but they’re worth developing — especially if public speaking makes you nervous. 

Engaging a crowd isn’t easy. You may feel anxious to step in front of an audience and have all eyes and ears on you.

But feeling that anxiety doesn’t mean your ideas aren’t worth sharing. Whether you’re giving an inspiring speech or delivering a monthly recap at work, your audience is there to listen to you. Harness that nervous energy and turn it into progress.

Strong presentation skills make it easier to convey your thoughts to audiences of all sizes. They can help you tell a compelling story, convince people of a pitch , or teach a group something entirely new to them. And when it comes to the workplace, the strength of your presentation skills could play a part in getting a promotion or contributing to a new initiative.

To fully understand the impact these skills have on creating a successful presentation, it’s helpful to look at each one individually. Here are six valuable skills you can develop:

1. Active listening

Active listening is an excellent communication skill for any professional to hone. When you have strong active listening skills, you can listen to others effectively and observe their nonverbal cues . This helps you assess whether or not your audience members are engaged in and understand what you’re sharing. 

Great public speakers use active listening to assess the audience’s reactions and adjust their speech if they find it lacks impact. Signs like slouching, negative facial expressions, and roaming eye contact are all signs to watch out for when giving a presentation.

2. Body language

If you’re researching presentation skills, chances are you’ve already watched a few notable speeches like TED Talks or industry seminars. And one thing you probably noticed is that speakers can capture attention with their body language. 

A mixture of eye contact, hand gestures , and purposeful pacing makes a presentation more interesting and engaging. If you stand in one spot and don’t move your body, the audience might zone out.

3. Stage presence

A great stage presence looks different for everyone. A comedian might aim for more movement and excitement, and a conference speaker might focus their energy on the content of their speech. Although neither is better than the other, both understand their strengths and their audience’s needs. 

Developing a stage presence involves finding your own unique communication style . Lean into your strengths, whether that’s adding an injection of humor or asking questions to make it interactive . To give a great presentation, you might even incorporate relevant props or presentation slides.

4. Storytelling

According to Forbes, audiences typically pay attention for about 10 minutes before tuning out . But you can lengthen their attention span by offering a presentation that interests them for longer. Include a narrative they’ll want to listen to, and tell a story as you go along. 

Shaping your content to follow a clear narrative can spark your audience’s curiosity and entice them to pay careful attention. You can use anecdotes from your personal or professional life that take your audience along through relevant moments. If you’re pitching a product, you can start with a problem and lead your audience through the stages of how your product provides a solution.

5. Voice projection

Although this skill may be obvious, you need your audience to hear what you’re saying. This can be challenging if you’re naturally soft-spoken and struggle to project your voice.

Remember to straighten your posture and take deep breaths before speaking, which will help you speak louder and fill the room. If you’re talking into a microphone or participating in a virtual meeting, you can use your regular conversational voice, but you still want to sound confident and self-assured with a strong tone.

If you’re unsure whether everyone can hear you, you can always ask the audience at the beginning of your speech and wait for confirmation. That way, they won’t have to potentially interrupt you later.

Ensuring everyone can hear you also includes your speed and annunciation. It’s easy to speak quickly when nervous, but try to slow down and pronounce every word. Mumbling can make your presentation difficult to understand and pay attention to.

6. Verbal communication 

Although verbal communication involves your projection and tone, it also covers the language and pacing you use to get your point across. This includes where you choose to place pauses in your speech or the tone you use to emphasize important ideas.

If you’re giving a presentation on collaboration in the workplace , you might start your speech by saying, “There’s something every workplace needs to succeed: teamwork.” By placing emphasis on the word “ teamwork ,” you give your audience a hint on what ideas will follow.

To further connect with your audience through diction, pay careful attention to who you’re speaking to. The way you talk to your colleagues might be different from how you speak to a group of superiors, even if you’re discussing the same subject. You might use more humor and a conversational tone for the former and more serious, formal diction for the latter.

Everyone has strengths and weaknesses when it comes to presenting. Maybe you’re confident in your use of body language, but your voice projection needs work. Maybe you’re a great storyteller in small group settings, but need to work on your stage presence in front of larger crowds. 

The first step to improving presentation skills is pinpointing your gaps and determining which qualities to build upon first. Here are four tips for enhancing your presentation skills:

1. Build self-confidence

Confident people know how to speak with authority and share their ideas. Although feeling good about your presentation skills is easier said than done, building confidence is key to helping your audience believe in what you’re saying. Try practicing positive self-talk and continuously researching your topic's ins and outs.

If you don’t feel confident on the inside, fake it until you make it. Stand up straight, project your voice, and try your best to appear engaged and excited. Chances are, the audience doesn’t know you’re unsure of your skills — and they don’t need to.

Another tip is to lean into your slideshow, if you’re using one. Create something colorful and interesting so the audience’s eyes fall there instead of on you. And when you feel proud of your slideshow, you’ll be more eager to share it with others, bringing more energy to your presentation.

2. Watch other presentations

Developing the soft skills necessary for a good presentation can be challenging without seeing them in action. Watch as many as possible to become more familiar with public speaking skills and what makes a great presentation. You could attend events with keynote speakers or view past speeches on similar topics online.

Take a close look at how those presenters use verbal communication and body language to engage their audiences. Grab a notebook and jot down what you enjoyed and your main takeaways. Try to recall the techniques they used to emphasize their main points, whether they used pauses effectively, had interesting visual aids, or told a fascinating story.

3. Get in front of a crowd

You don’t need a large auditorium to practice public speaking. There are dozens of other ways to feel confident and develop good presentation skills.

If you’re a natural comedian, consider joining a small stand-up comedy club. If you’re an avid writer, participate in a public poetry reading. Even music and acting can help you feel more comfortable in front of a crowd.

If you’d rather keep it professional, you can still work on your presentation skills in the office. Challenge yourself to participate at least once in every team meeting, or plan and present a project to become more comfortable vocalizing your ideas. You could also speak to your manager about opportunities that flex your public speaking abilities.

4. Overcome fear

Many people experience feelings of fear before presenting in front of an audience, whether those feelings appear as a few butterflies or more severe anxiety. Try grounding yourself to shift your focus to the present moment. If you’re stuck dwelling on previous experiences that didn’t go well, use those mistakes as learning experiences and focus on what you can improve to do better in the future.

Tips for dealing with presentation anxiety 

It’s normal to feel nervous when sharing your ideas. In fact, according to a report from the Journal of Graduate Medical Education, public speaking anxiety is prevalent in 15–30% of the general population .

Even though having a fear of public speaking is common, it doesn’t make it easier. You might feel overwhelmed, become stiff, and forget what you were going to say. But although the moment might scare you, there are ways to overcome the fear and put mind over matter.

Use these tactics to reduce your stress when you have to make a presentation:

1. Practice breathing techniques

If you experience anxiety often, you’re probably familiar with breathing techniques for stress relief . Incorporating these exercises into your daily routine can help you stop worrying and regulate anxious feelings. 

Before a big presentation, take a moment alone to practice breathing techniques, ground yourself, and reduce tension. It’s also a good idea to take breaths throughout the presentation to speak slower and calm yourself down .

2. Get organized

The more organized you are, the more prepared you’ll feel. Carefully outline all of the critical information you want to use in your presentation, including your main talking points and visual aids, so you don’t forget anything. Use bullet points and visuals on each slide to remind you of what you want to talk about, and create handheld notes to help you stay on track.

3. Embrace moments of silence

It’s okay to lose your train of thought. It happens to even the most experienced public speakers once in a while. If your mind goes blank, don’t panic. Take a moment to breathe, gather your thoughts, and refer to your notes to see where you left off. You can drink some water or make a quick joke to ease the silence or regain your footing. And it’s okay to say, “Give me a moment while I find my notes.” Chances are, people understand the position you’re in.

4. Practice makes progress

Before presenting, rehearse in front of friends and family members you trust. This gives you the chance to work out any weak spots in your speech and become comfortable communicating out loud. If you want to go the extra mile, ask your makeshift audience to ask a surprise question. This tests your on-the-spot thinking and will prove that you can keep cool when things come up.

Whether you’re new to public speaking or are a seasoned presenter, you’re bound to make a few slip-ups. It happens to everyone. The most important thing is that you try your best, brush things off, and work on improving your skills to do better in your next presentation.

Although your job may require a different level of public speaking than your favorite TED Talk , developing presentation skills is handy in any profession. You can use presentation skills in a wide range of tasks in the workplace, whether you’re sharing your ideas with colleagues, expressing concerns to higher-ups, or pitching strategies to potential clients.

Remember to use active listening to read the room and engage your audience with an interesting narrative. Don’t forget to step outside your comfort zone once in a while and put your skills to practice in front of a crowd. After facing your fears, you’ll feel confident enough to put presentation skills on your resume.

If you’re trying to build your skills and become a better employee overall, try a communications coach with BetterUp. 

Elevate your communication skills

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Elizabeth Perry, ACC

Elizabeth Perry is a Coach Community Manager at BetterUp. She uses strategic engagement strategies to cultivate a learning community across a global network of Coaches through in-person and virtual experiences, technology-enabled platforms, and strategic coaching industry partnerships. With over 3 years of coaching experience and a certification in transformative leadership and life coaching from Sofia University, Elizabeth leverages transpersonal psychology expertise to help coaches and clients gain awareness of their behavioral and thought patterns, discover their purpose and passions, and elevate their potential. She is a lifelong student of psychology, personal growth, and human potential as well as an ICF-certified ACC transpersonal life and leadership Coach.

The 11 tips that will improve your public speaking skills

Learn types of gestures and their meanings to improve your communication, the importance of good speech: 5 tips to be more articulate, show gratitude with “thank you for your leadership and vision” message examples, why it's good to have a bff at work and how to find one, why we need to reframe potential into readiness, goal-setting theory: why it’s important, and how to use it at work, what is a career path definition, examples, and steps for paving yours, how to write a speech that your audience remembers, similar articles, 8 tip to improve your public speaking skills, impression management: developing your self-presentation skills, 30 presentation feedback examples, your guide to what storytelling is and how to be a good storyteller, how to give a good presentation that captivates any audience, 8 clever hooks for presentations (with tips), how to make a presentation interactive and exciting, stay connected with betterup, get our newsletter, event invites, plus product insights and research..

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What It Takes to Give a Great Presentation

• Carmine Gallo

Five tips to set yourself apart.

Never underestimate the power of great communication. It can help you land the job of your dreams, attract investors to back your idea, or elevate your stature within your organization. But while there are plenty of good speakers in the world, you can set yourself apart out by being the person who can deliver something great over and over. Here are a few tips for business professionals who want to move from being good speakers to great ones: be concise (the fewer words, the better); never use bullet points (photos and images paired together are more memorable); don’t underestimate the power of your voice (raise and lower it for emphasis); give your audience something extra (unexpected moments will grab their attention); rehearse (the best speakers are the best because they practice — a lot).

I was sitting across the table from a Silicon Valley CEO who had pioneered a technology that touches many of our lives — the flash memory that stores data on smartphones, digital cameras, and computers. He was a frequent guest on CNBC and had been delivering business presentations for at least 20 years before we met. And yet, the CEO wanted to sharpen his public speaking skills.

• Carmine Gallo is a Harvard University instructor, keynote speaker, and author of 10 books translated into 40 languages. Gallo is the author of The Bezos Blueprint: Communication Secrets of the World’s Greatest Salesman  (St. Martin’s Press).

Partner Center

7.1 Effective Presentation Skills

Learning objectives.

By the end of this section, you will be able to:

• Ensure the slideshow meets the needs of the presentation
• Craft a strong presentation hook
• Identify the key skills for presenting in front of an audience
• Describe the importance of a strong closing

A well-crafted set of slides is essential for an effective presentation. Equally essential are presentation skills. In this first section, we discuss some best practices in presenting. Some people may be apprehensive about presenting in front of a group; others may welcome the challenge. At this point in your academic career, you may have also taken a course in public speaking. Regardless of your prior experience and your feelings about presenting in front of others, some practice and attention to developing your skills as a presenter will be worthwhile. We can all benefit from fine-tuning our public speaking and presenting abilities, even if we are regularly in front of a group. These skills are relevant in all types of meetings, whether in person or virtual.

One of the best ways to improve your presenting is to practice. This can help you work through all of the technological hiccups, as well as set your mind at ease. You should practice in the same space and with the same technology, if possible, as well as practice what you are going to say and your demeanor during the presentation. The importance of this prep work cannot be overemphasized. Consider recording yourself as you are practicing to give you a firsthand look at your presentation skills. This strategy is helpful even if you are presenting fully in person.

Ensuring the Final Presentation Meets Its Goals

In general, to create an effective presentation, you first need to understand the goal or intent of the presentation. Your supervisor may provide those goals, or you may determine them yourself. Regardless, setting your goals first will help you ensure that the look of your slides matches those goals. Presentations can fall into one of the following categories, as outlined in Table 7.1 : persuasive, instructional, informational, or inspirational. Knowing the goal of your presentation helps you set the stage for developing the slides and constructing your narrative.

For example, if you want to create a lively, inspirational presentation to encourage the audience to donate to a nonprofit cause, a gray-tone slide presentation dominated by text will not be effective in meeting your goals.

Opening a Presentation

There are many ways to start a presentation to engage your audience. What you do not want to do is jump right into the content or start by simply introducing yourself. You want your audience to be interested and engaged right away and to want to know more about what you are presenting.

To get your audience interested and engaged in the presentation from the get-go, consider developing a strong opener, or hook . A hook is a statement, story, or question designed to get participants’ attention and pique their interest.

For example, if you are presenting WorldCorp’s sales goals, you could begin with a personal anecdote about how you once set a goal and achieved it. Alternatively, you could ask the audience to think about a time when they faced a lofty goal and found a way to overcome the challenges. Be creative—think about a time when you were in a meeting or presentation and found yourself engaged from the beginning. What did that speaker do to get your attention? Did the presentation include compelling statistics? Maybe a short video or bit of humor got your attention. The hook helps set the tone of the entire presentation and can establish rapport with the group. It is your way to connect with the audience from the initial stages of the presentation.

Also, think about your goals and how they are relevant to the type of presentation you are giving. Do you want to inspire the group and leave them with a call to action? Perhaps your presentation is a training session where you will be assessing the participant’s learning at the end. Keeping the type of presentation in mind can help you craft an impactful hook. After you have delivered the hook, transition into the introduction of the slideshow, drawing the connection between the hook and the goal of the slideshow.

Spotlight on Ethics

Inclusivity and presentations.

When delivering presentations, consider the needs of all audience members and ensure accessibility for all individuals, including those with disabilities. Presentations should be designed and delivered in a way that accommodates individuals with visual, hearing, or other impairments, to ensure equal access to information and an inclusive experience. Here is an example:

Imagine WorldCorp is conducting a large-scale conference at which it provides handouts of presentation slides to attendees. In this case, it would be important to consider whether the handouts are available in alternative formats, such as braille or accessible electronic formats. This ensures that individuals with visual impairments can access the same information as everyone else.

Additionally, in the context of delivering presentations, presenters should consider incorporating accessible features in their slides and delivery style. Some key considerations include the following:

• Clear and readable text: Use legible fonts, appropriate font sizes, and high contrast between text and background colors to ensure readability for individuals with visual impairments.
• Alt text for visuals: Provide alternative text descriptions for images, graphs, and charts. This allows individuals with visual impairments who use screen readers to understand the content presented visually.
• Captioning and transcripts: If the presentation involves audio or video elements, provide closed captions or transcripts. This helps individuals with hearing impairments or those who may have difficulty understanding the spoken language.
• Verbal descriptions: When demonstrating visual elements, ensure that the presenter provides verbal descriptions of what is being shown on the screen. This assists individuals who are visually impaired and cannot see the visuals.
• Inclusive language and tone: Use inclusive language, and avoid making assumptions or generalizations that could marginalize or exclude certain groups of individuals.

By considering these guidelines, presenters can create a more inclusive and accessible environment, ensuring that their presentations are accessible to a broader range of individuals.

Key Presentation Skills

Specific skills can vary by the type of presentation. For example, if you are giving a persuasive presentation, you might use more humor than you would in an informational presentation. There is no single standard set of skills that all presenters should possess, and what defines a good presenter versus a bad presenter can be quite subjective. However, there are some skills that pertain in all situations. A good presenter is one who is prepared, professional, and able to communicate effectively with the audience.

First, consider what you are going to wear to the presentation. You should choose attire that is professional and appropriate for the type of presentation you are giving. Make sure you feel comfortable too. Do not wear clothing that you think you will be fidgeting with or accessories that you might handle if you are feeling nervous, such as coins or keys in your pocket. If your hair falls on your face often, you may want to pull it back for the presentation. The fewer distractions there are, the better. Consider the type of footwear you will wear. If you will be moving around the room during the presentation, choose comfortable shoes that you are confident walking in. The type of flooring in the room is also something to consider. Carpet is typically much quieter when walking during the presentation. Certain shoes on tile floors can be quite loud and distracting.

Also, think about the temperature in the room. When you are presenting, you may warm up quickly because of nerves and because you are active. Choose attire that will not show signs of sweat and will not let you become overheated. You might also want to consider what fragrances you typically wear. In a smaller or warm room, strong fragrances can quickly become overwhelming and distracting.

But first and foremost, be on time for your presentation. In fact, you should plan to arrive early. Arriving early will help set your mind at ease and leave time for you to work out any issues that may arise. A good rule of thumb is to arrive at least thirty minutes before your presentation is scheduled to start. Get the slideshow set up before any participants arrive, and get prepared to begin. Remember, you will start with your hook. Be sure to use your slides as a supplement to what you are saying. The slides should not be the centerpiece; they are secondary and complementary to what you want to convey. Reference the content on the slides as necessary to keep the audience engaged.

During the presentation, be aware of your body language. You want to appear confident and prepared. Make eye contact with the audience, making sure you look at all sides of the room. Also, you should display body language that shows the audience you are engaged and excited about the presentation. This means good posture, using hand gestures as appropriate, and pausing to make sure the audience is following. There is nothing worse than sitting through a presentation where the speaker appears disengaged and bored. Try not to rely on the slides or your notes too much, and avoid turning your back to the audience. It is acceptable to walk out into the room a bit and not stay in the front of the room or behind a computer desk or podium. However, too much moving around can be distracting to the audience and make you appear nervous and unprepared.

Think about how your voice is coming across to the audience. Have good voice projection without yelling. Maintain a conversational style of speaking, rather than sounding monotone and memorized. Avoid swearing and inappropriate jokes. Be sensitive to audience members and aware of words or phrases that may reflect any bias or discrimination. Use pauses and voice inflection when you want to draw attention to certain parts of the presentation. Throughout the presentation, you can also repeat or rephrase important points for emphasis. Speak slowly and clearly. Keep a bottle of water close in case you need it, especially if you will be speaking for an extended period. If you lose your train of thought or are searching for the next phrase, avoid using filler words such as “uh” and “um.” Instead, try silently counting to yourself for a few moments; this is one strategy that can help you avoid using words to fill pauses. Sometimes a little silence is okay. You do not need to fill every spare moment with speaking.

Again, consider recording yourself presenting to see where you can improve. Use the available technological tools such as the Rehearse with Coach feature in PowerPoint. Your skills and comfort level will improve with practice and preparation. The more you practice and present in front of others, the better you will get at it.

Real-World Application

One way to hone your presentation skills is to watch other presenters. TED Talks are an excellent source. One TED Talk that is often recommended for its exceptional presentation skills and storytelling is “The power of vulnerability” by Brené Brown. In this talk, Brown, a renowned research professor and author, explores the topic of vulnerability and its connection to human connection and personal growth.

Brown’s talk stands out for several reasons:

• Engaging storytelling: Brown captivates the audience with personal anecdotes, humor, and relatable stories that make the topic accessible and relatable to a wide range of people. She uses storytelling as a powerful tool to connect with the audience emotionally.
• Authenticity and vulnerability: As she discusses vulnerability, Brown displays a genuine and vulnerable presence on stage. She shares personal experiences and openly acknowledges her own struggles and fears. This authenticity creates a strong connection with the audience, making her talk even more impactful.
• Research-based content: Brown supports her talk with research findings, which adds credibility and depth to her message. She presents her research in a way that is easily understandable and relatable, helping the audience grasp complex concepts.
• Humor and wit: Brown infuses her talk with humor and wit, using well-timed jokes and lighthearted moments. This keeps the audience engaged and creates a pleasant atmosphere during the presentation.

"The power of vulnerability" has millions of views and has resonated with people worldwide. It serves as an excellent example of how effective storytelling, authenticity, and research-based content can create a powerful and memorable presentation.

Closing a Presentation

Just as you need a strong hook to start off a presentation, you also need a strong closing statement. It should be more than simply a summary of what you discussed in the presentation. Your closing statement should be a few words that leave a lasting, positive impression and that convey the essence of the slideshow. You want your audience to remember the presentation, especially your key points. This is your last chance to bring it all together for the audience.

To prepare your closing statement, start by making a list of the top three to five items you hope the audience will walk away with after listening to your presentation. For Amir’s presentation at WorldCorp, he may want the audience to remember his leadership skills, his teamwork ability, and a few items about his background. In your closing, you can reemphasize these items in a creative way rather than simply listing them one by one. For example, your closing slide might include a collage of pictures that visually represent your main points. If you are giving a persuasive or inspirational presentation, you may want to close with a call to action—what you hope the participants will be motivated to do after hearing your presentation.

For example, if you are giving a presentation to encourage people to donate to a nonprofit organization, in the closing you can specifically ask about how to donate. Another option is to end the presentation with a story or joke that sums up the main points. If you started with a story as your opening hook, you can come back to that story and add more to it. Finally, you may want to use a quote from a famous historical or contemporary figure that encapsulates what you hope the audience will take away from your presentation.

As you can see, there are many ways to close a presentation that go beyond simply ending with a “Thank You” or “Questions” slide. Your main goal should be to get the audience to remember the presentation and the message you set out to convey.

Link to Learning

One technique to engage the audience during a presentation is to tell a story rather than give a speech. People are intrigued by stories. Using this approach encourages your listeners to create mental images. See this blog on storytelling techniques used by the TED presenters for some tips on using storytelling in presentations.

This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

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• Authors: Tammie Bolling, Angela Mitchell, Tanya Scott, Nyrobi Wheeler
• Publisher/website: OpenStax
• Book title: Workplace Software and Skills
• Publication date: Nov 29, 2023
• Location: Houston, Texas
• Book URL: https://openstax.org/books/workplace-software-skills/pages/1-chapter-scenario
• Section URL: https://openstax.org/books/workplace-software-skills/pages/7-1-effective-presentation-skills

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Complete Guide for Effective Presentations, with Examples

July 9, 2018 - Dom Barnard

During a presentation you aim to look confident, enthusiastic and natural. You’ll need more than good words and content to achieve this – your delivery plays a significant part. In this article, we discuss various techniques that can be used to deliver an effective presentation.

Effective presentations

Think about if you were in the audience, what would:

• Get you to focus and listen
• Make you understand
• Activate your imagination
• Persuade you

Providing the audience with interesting information is not enough to achieve these aims – you need to ensure that the way you present is stimulating and engaging. If it’s not, you’ll lose the audience’s interest and they’ll stop listening.

Tips for an Effective Presentation

Professional public speakers spend hours creating and practicing presentations. These are the delivery techniques they consider:

Keep it simple

You shouldn’t overwhelm your audience with information – ensure that you’re clear, concise and that you get to the point so they can understand your message.

Have a maximum of  three main points  and state them at the beginning, before you explain them in more depth, and then state them at the end so the audience will at least remember these points.

If some of your content doesn’t contribute to your key message then cut it out. Also avoid using too many statistics and technical terminology.

Connect with your audience

One of the greatest difficulties when delivering a presentation is connecting with the audience. If you don’t  connect with them  it will seem as though you’re talking to an empty room.

Trying to make contact with the audience makes them feel like they’re part of the presentation which encourages them to listen and it shows that you want to speak to them.

Eye contact and smile

Avoiding eye contact is uncomfortable because it make you look insecure. When you  maintain eye contact  the audience feels like you’re speaking to them personally. If this is something you struggle with, try looking at people’s foreheads as it gives the impression of making eye contact.

Try to cover all sections of the audience and don’t move on to the next person too quickly as you will look nervous.

Smiling also helps with rapport and it reduces your nerves because you’ll feel less like you’re talking to group of faceless people. Make sure you don’t turn the lights down too much before your presentation so you can all clearly see each other.

Body language

Be aware of your body language and use it to connect:

• Keep your arms uncrossed so your  body language is more open .
• Match your facial expressions with what you’re saying.
• Avoid fidgeting and displaying nervous habits, such as, rocking on your feet.
• You may need to glance at the computer slide or a visual aid but make sure you predominantly face the audience.
• Emphasise points by using hand gestures but use them sparingly – too little and they’ll awkwardly sit at your side, too much and you’ll be distracting and look nervous.
• Vary your gestures so you don’t look robotic.
• Maintain a straight posture.
• Be aware of  cultural differences .

Move around

Avoid standing behind the lectern or computer because you need to reduce the distance and barriers between yourself and the audience.  Use movement  to increase the audience’s interest and make it easier to follow your presentation.

A common technique for incorporating movement into your presentation is to:

• Start your introduction by standing in the centre of the stage.
• For your first point you stand on the left side of the stage.
• You discuss your second point from the centre again.
• You stand on the right side of the stage for your third point.
• The conclusion occurs in the centre.

Watch 3 examples of good and bad movement while presenting

Example: Movement while presenting

Your movement at the front of the class and amongst the listeners can help with engagement. Think about which of these three speakers maintains the attention of their audience for longer, and what they are doing differently to each other.

Speak with the audience

You can conduct polls using your audience or ask questions to make them think and feel invested in your presentation. There are three different types of questions:

Direct questions require an answer: “What would you do in this situation?” These are mentally stimulating for the audience. You can pass a microphone around and let the audience come to your desired solution.

Rhetorical questions  do not require answers, they are often used to emphasises an idea or point: “Is the Pope catholic?

Loaded questions contain an unjustified assumption made to prompt the audience into providing a particular answer which you can then correct to support your point: You may ask “Why does your wonderful company have such a low incidence of mental health problems?” The audience will generally answer that they’re happy.

After receiving the answers you could then say “Actually it’s because people are still unwilling and too embarrassed to seek help for mental health issues at work etc.”

Be specific with your language

Make the audience feel as though you are speaking to each member individually by using “you” and “your.”

For example: asking “Do you want to lose weight without feeling hungry?” would be more effective than asking “Does anyone here want to lost weight without feeling hungry?” when delivering your presentation. You can also increase solidarity by using “we”, “us” etc – it makes the audience think “we’re in this together”.

Be flexible

Be prepared to adapt to the situation at the time, for example, if the audience seems bored you can omit details and go through the material faster, if they are confused then you will need to come up with more examples on the spot for clarification. This doesn’t mean that you weren’t prepared because you can’t predict everything.

Vocal variety

How you say something is just as is important as the content of your speech – arguably, more so.

For example, if an individual presented on a topic very enthusiastically the audience would probably enjoy this compared to someone who covered more points but mumbled into their notes.

• Adapt your voice  depending on what are you’re saying – if you want to highlight something then raise your voice or lower it for intensity. Communicate emotion by using your voice.
• Avoid speaking in monotone as you will look uninterested and the audience will lose interest.
• Take time to pronounce every word carefully.
• Raise your pitch when asking questions and lower it when you want to sound severe.
• Sound enthusiastic – the more you sound like you care about the topic, the more the audience will listen. Smiling and pace can help with this.
• Speak loudly and clearly – think about projecting your voice to the back of the room.
• Speak at a  pace that’s easy to follow . If you’re too fast or too slow it will be difficult for the audience to understand what you’re saying and it’s also frustrating. Subtly fasten the pace to show enthusiasm and slow down for emphasis, thoughtfulness or caution.

Prior to the presentation, ensure that you  prepare your vocal chords :

• You could read aloud a book that requires vocal variety, such as, a children’s book.
• Avoid dairy and eating or drinking anything too sugary beforehand as mucus can build-up leading to frequent throat clearing.
• Don’t drink anything too cold before you present as this can constrict your throat which affects vocal quality.
• Some people suggest a warm cup of tea beforehand to relax the throat.

Practice Presentation Skills

Improve your public speaking and presentation skills by practicing them in realistic environments, with automated feedback on performance. Learn More

Pause to breathe

When you’re anxious your breathing will become quick and shallow which will affect the control you have on your voice. This can consequently make you feel more nervous. You want to breathe steadily and deeply so before you start speaking take some deep breaths or implement controlled breathing.

Controlled breathing is a common technique that helps slow down your breathing to normal thus reducing your anxiety. If you think this may be useful practice with these steps:

• Sit down in an upright position as it easier for your lungs to fill with air
• Breathe in through your nose and into your abdomen for four seconds
• Hold this breathe for two seconds
• Breathe out through your nose for six seconds
• Wait a few seconds before inhaling and repeating the cycle

It takes practice to master this technique but once you get used to it you may want to implement it directly before your presentation.

Completely filling your lungs during a pause will ensure you reach a greater vocal range.

During the presentation delivery, if you notice that you’re speaking too quickly then pause and breathe. This won’t look strange – it will appear as though you’re giving thought to what you’re saying. You can also strategically plan some of your pauses, such as after questions and at the end of sections, because this will give you a chance to calm down and it will also give the audience an opportunity to think and reflect.

Pausing will also help you  avoid filler words , such as, “um” as well which can make you sound unsure.

• 10 Effective Ways to use Pauses in your Speech

Strong opening

The first five minutes are  vital to engage the audience  and get them listening to you. You could start with a story to highlight why your topic is significant.

For example, if the topic is on the benefits of pets on physical and psychological health, you could present a story or a study about an individual whose quality of life significantly improved after being given a dog. The audience is more likely to respond better to this and remember this story than a list of facts.

Example: Which presentation intro keeps you engaged?

Watch 5 different presentation introductions, from both virtual and in-person events. Notice how it can only take a few seconds to decide if you want to keep listening or switch off. For the good introductions, what about them keeps you engaged?

More experienced and confident public speakers use humour in their presentations. The audience will be incredibly engaged if you make them laugh but caution must be exercised when using humour because a joke can be misinterpreted and even offend the audience.

Only use jokes if you’re confident with this technique, it has been successful in the past and it’s suitable for the situation.

Stories and anecdotes

Use stories whenever you can and judge whether you can tell a story about yourself because the audience are even more interested in seeing the human side of you.

Consider telling a story about a mistake you made, for example, perhaps you froze up during an important presentation when you were 25, or maybe life wasn’t going well for you in the past – if relevant to your presentation’s aim. People will relate to this as we have all experienced mistakes and failures. The more the audience relates to you, the more likely they will remain engaged.

These stories can also be  told in a humorous way  if it makes you feel more comfortable and because you’re disclosing a personal story there is less chance of misinterpretation compared to telling a joke.

Anecdotes are especially valuable for your introduction and between different sections of the presentation because they engage the audience. Ensure that you plan the stories thoroughly beforehand and that they are not too long.

Focus on the audience’s needs

Even though your aim is to persuade the audience, they must also get something helpful from the presentation. Provide the audience with value by giving them useful information, tactics, tips etc. They’re more likely to warm to you and trust you if you’re sharing valuable information with them.

You could also highlight their pain point. For example, you might ask “Have you found it difficult to stick to a healthy diet?” The audience will now want to remain engaged because they want to know the solution and the opportunities that you’re offering.

Use visual aids

Visual aids are items of a visual manner, such as graphs, photographs, video clips etc used in addition to spoken information. Visual aids are chosen depending on their purpose, for example, you may want to:

• Summarise information.
• Reduce the amount of spoken words, for example, you may show a graph of your results rather than reading them out.
• Clarify and show examples.
• Create more of an impact. You must consider what type of impact you want to make beforehand – do you want the audience to be sad, happy, angry etc?
• Emphasise what you’re saying.
• Make a point memorable.
• Enhance your credibility.
• Engage the audience and maintain their interest.
• Make something easier for the audience to understand.

Some general tips for  using visual aids :

• Think about how can a visual aid can support your message. What do you want the audience to do?
• Ensure that your visual aid follows what you’re saying or this will confuse the audience.
• Avoid cluttering the image as it may look messy and unclear.
• Visual aids must be clear, concise and of a high quality.
• Keep the style consistent, such as, the same font, colours, positions etc
• Use graphs and charts to present data.
• The audience should not be trying to read and listen at the same time – use visual aids to highlight your points.
• One message per visual aid, for example, on a slide there should only be one key point.
• Use visual aids in moderation – they are additions meant to emphasise and support main points.
• Ensure that your presentation still works without your visual aids in case of technical problems.

10-20-30 slideshow rule

Slideshows are widely used for presentations because it’s easy to create attractive and professional presentations using them. Guy Kawasaki, an entrepreneur and author, suggests that slideshows should  follow a 10-20-30 rule :

• There should be a maximum of 10 slides – people rarely remember more than one concept afterwards so there’s no point overwhelming them with unnecessary information.
• The presentation should last no longer than 20 minutes as this will leave time for questions and discussion.
• The font size should be a minimum of 30pt because the audience reads faster than you talk so less information on the slides means that there is less chance of the audience being distracted.

If you want to give the audience more information you can provide them with partially completed handouts or give them the handouts after you’ve delivered the presentation.

Keep a drink nearby

Have something to drink when you’re on stage, preferably water at room temperature. This will help maintain your vocal quality and having a sip is a subtle way of introducing pauses.

Practice, practice, practice

If you are very familiar with the content of your presentation, your audience will perceive you as confident and you’ll be more persuasive.

• Don’t just read the presentation through – practice everything,  including your transitions  and using your visual aids.
• Stand up and speak it aloud, in an engaging manner, as though you were presenting to an audience.
• Ensure that you practice your body language and gesturing.
• Use VR to  practice in a realistic environment .
• Practice in front of others and get their feedback.
• Freely improvise so you’ll sound more natural on the day. Don’t learn your presentation verbatim because you will sound uninterested and if you lose focus then you may forget everything.
• Create cards to use as cues – one card should be used for one key idea. Write down brief notes or key words and ensure that the cards are physically connected so the order cannot be lost. Visual prompts can also be used as cues.

This video shows how you can practice presentations in virtual reality. See our  VR training courses .

Two courses where you can practice your presentations in interactive exercises:

• Essential Public Speaking
• How to Present over Video

Try these different presentation delivery methods to see which ones you prefer and which need to be improved. The most important factor is to feel comfortable during the presentation as the delivery is likely to be better.

Remember that the audience are generally on your side – they want you to do well so present with confidence.

Communication Like a Pro: 8 Practical Tips for Business Analysts

• Business Analysis

Key takeaways

Effective communication and presentation skills are important skills for business analysts , enabling them to convey complex information, engage stakeholders, and drive successful project outcomes.

Key tips in short:

• Clear and Tailored Communication : Tailoring communication to suit the audience and ensuring clarity in conveying technical information are fundamental for effective communication as a business analyst.
• Visual Aids and Storytelling : Utilizing visual aids and storytelling techniques can make technical information more engaging and easier to understand for non-technical stakeholders.
• Active Listening and Empathy: Cultivating active listening skills and demonstrating empathy towards stakeholders fosters stronger relationships and a deeper understanding of business needs.

As a business analyst, you’re responsible for analyzing data, identifying trends, and presenting your findings to stakeholders. You need to be able to communicate complex ideas in a way that’s easily understood by non-technical people.

In this post, we’ll explore how you can develop your communication and presentation skills as a business analyst. We’ll cover the fundamentals of effective communication, techniques for developing strong presentation skills, and ways to improve your communication skills through practice.

Understanding the Role of a Business Analyst

As a Business Analyst, you are responsible for analyzing an organization’s business needs and finding solutions to business problems. Your primary role as a business analyst is to act as a bridge between the stakeholders and the development team to ensure that the project’s requirements are met.

Core Responsibilities

As a Business Analyst, you have several core responsibilities , including:

• Gathering and documenting requirements: You are responsible for eliciting and documenting the project’s requirements from stakeholders. This involves conducting interviews, surveys, and workshops to gather information about the business needs.
• Analyzing requirements: Once you have gathered the requirements, you need to analyze them to ensure they are complete, accurate, and feasible. You also need to identify any gaps or conflicts in the requirements and resolve them.
• Facilitating communication: You need to act as a mediator between stakeholders and the development team. This involves facilitating communication and ensuring that everyone is on the same page.
• Managing scope : You need to ensure that the project’s scope is clearly defined and that any changes to the scope are properly documented and communicated to stakeholders.

Importance of Communication and Presentation Skills

Effective communication and presentation skills are essential for a Business Analyst. You need to be able to communicate complex information in a clear and concise manner to stakeholders and the development team. Good communication skills also help you to build relationships with stakeholders and gain their trust.

You need to be able to present your findings and recommendations to stakeholders and the development team in a way that is easy to understand. This involves creating clear and concise presentations and using visual aids to help convey your message.

Fundamentals of Effective Communication in Business Analysis

Let’s look at the fundamentals of effective communication, including verbal, nonverbal, written communication, and active listening.

Verbal Communication

Verbal communication is the use of words to convey a message. When communicating verbally, it is essential to use a tone that is appropriate for the situation. Your tone of voice can convey your attitude and emotions, and it can affect how your message is received.

Speak clearly, with the right pace and volume, and be mindful of your grammar and pronunciation. Avoid using jargon or technical terms that your audience may not understand. Instead, use simple language to ensure that your message is clear and easy to understand.

Nonverbal Communication

Nonverbal communication refers to the use of body language, facial expressions, and gestures to convey a message. Your body language can communicate your attitude and emotions, and it can affect how your message is received.

Maintain eye contact, use appropriate facial expressions, and use gestures to emphasize your points. Be mindful of your posture, and avoid crossing your arms or legs, as this can make you appear defensive.

Written Communication

Written communication refers to the use of written words to convey a message. As a Business Analyst, you will be required to write emails, reports, and other documents. When writing, it is essential to use proper grammar, spelling, and punctuation.

Use simple language, and avoid using technical terms or jargon that your audience may not understand. Use bullet points and headings to organize your information and make it easy to read.

Active Listening

Active listening is the process of listening to someone else’s message and understanding it. When listening, it is essential to give your full attention to the speaker. Avoid interrupting, and ask questions to clarify your understanding.

Paraphrase what the speaker has said to ensure that you have understood their message correctly. Be mindful of your body language, and maintain eye contact to show that you are engaged in the conversation.

Developing Strong Presentation Skills as a Business Analyst

Here are some tips to improve your presentation skills as a business analyst :

1. Structuring Your Message

Structuring your message is essential to ensuring your presentation is clear and concise. Start with an attention-grabbing opening that sets the tone for your presentation. Then, organize your main points in a logical order, using bullet points or numbered lists to make them easy to follow. Finally, end with a strong conclusion that summarizes your key points and leaves a lasting impression on your audience.

Here are some practical tips to help you structure your message:

• Clear Introduction: Begin by clearly outlining the purpose of your message and what your audience can expect to learn or gain from it. A concise and compelling introduction sets the stage for the rest of your presentation.
• Logical Flow: Organize your content in a logical sequence that guides your audience through a coherent narrative. Use headings, subheadings, and bullet points to break down complex information into digestible segments, making it easier for your audience to follow along.
• Compelling Conclusion: End your message with a strong conclusion that summarizes key takeaways and reinforces the main points you want your audience to remember. Leave them with a clear call to action or a thought-provoking insight to leave a lasting impression.

2. Storytelling

Telling a story is a powerful way to engage your audience and make your presentation memorable. Use anecdotes, examples, and case studies to illustrate your points and make them relatable to your audience. This will help them better understand your message and remember it long after your presentation is over.

Here are some practical tips to improve your storytelling:

• Engaging Narratives : Craft your stories with engaging narratives that resonate with your audience. Use real-life examples, anecdotes, or case studies to illustrate your points and make complex information relatable and memorable.
• Emotional Connection: Infuse emotion into your stories to create a deeper connection with your audience. Highlight the human element of your analysis, and emphasize the impact of your insights on stakeholders, customers, or the broader business environment.
• Visual Storytelling: Incorporate visual aids such as charts, graphs, and images to complement your narrative. Visual storytelling can help convey complex data in a compelling and accessible manner, enhancing audience understanding and retention.

3. Use Open, Friendly Body Language

Your body language can make a big difference in how your message is received. Stand up straight, relax your shoulders, and make eye contact with your audience. Use open, friendly gestures to convey confidence and warmth. This will help you connect with your audience and build rapport.

Here are some practical tips to improve your use of open, friendly body language:

• Open Posture : Adopt an open and welcoming posture by avoiding crossed arms and standing or sitting with an upright and relaxed stance. This conveys approachability and openness, making it easier for your audience to connect with you.
• Gestures and Expressions: Use natural and purposeful gestures to emphasize key points and express enthusiasm. Facial expressions and hand movements can add emphasis and clarity to your message, helping to keep your audience engaged.
• Maintain Eye Contact : Establishing and maintaining eye contact with your audience creates a sense of connection and attentiveness. It shows that you are actively engaging with your listeners and helps build rapport.
• Maintain a Balanced Approach : Find a balance between making eye contact with different sections of your audience. Avoid focusing solely on one area or individual, and instead, distribute your eye contact evenly to ensure inclusivity and connection with everyone present.

4. Practice Your Delivery

Practice makes perfect, and this is especially true when it comes to delivering a presentation. Rehearse your presentation several times, focusing on your pace, tone, and body language. This will help you feel more confident and natural when you deliver your presentation.

Here are some practical tips to improve your delivery as a business analyst:

• Rehearse Regularly : Practice your presentation multiple times to familiarize yourself with the content and flow. Rehearsing allows you to refine your delivery, identify areas for improvement, and build confidence in presenting the material.
• Seek Feedback : Enlist the help of colleagues, friends, or mentors to provide constructive feedback on your delivery. External perspectives can offer valuable insights into your presentation style, pacing, and overall effectiveness.
• Record and Review: Utilize video recording to capture your practice sessions. Reviewing the recordings enables you to assess your body language, tone of voice, and overall delivery, empowering you to make targeted improvements.

5. Engaging Your Audience

Engaging your audience is key to keeping them interested and focused on your message. Ask questions, encourage participation, and use humor to lighten the mood and make your presentation more enjoyable.

Some tips to improve this

• Know Your Audience: Tailor your presentation to resonate with the specific interests and needs of your audience. Understanding their background, challenges, and expectations allows you to deliver content that is relevant and engaging.
• Interactive Elements : Incorporate interactive elements such as Q&A sessions, polls, or group activities to encourage active participation and foster a dynamic exchange of ideas. Interactive segments can invigorate your presentation and keep your audience engaged.
• Compelling Storytelling : Weave compelling narratives and real-life examples into your presentation to captivate your audience. Engaging storytelling can evoke emotions, spark interest, and make complex information more relatable and memorable.

6. Utilizing Visual Aids

Visual aids such as charts, diagrams, and images can help you convey complex information in a simple and engaging way. Use them sparingly, however, and make sure they support your message rather than distract from it. Keep them simple and clear, with minimal text and bold, easy-to-read fonts.

Practical tips for this

• Choose Relevant Visuals: Select visuals that directly support and enhance the key points of your presentation, such as charts, graphs, and diagrams that simplify complex data.
• Visual Consistency : Maintain visual consistency across your aids by using cohesive color schemes, fonts, and design elements. Consistency enhances visual appeal and ensures that your audience can easily follow the flow of information.
• Simplify Complex Data : Use visual aids to simplify complex data and concepts. Incorporate charts, graphs, and diagrams to present information in a clear and accessible manner, making it easier for your audience to grasp key insights.

7. Handling Q&A Sessions

Handling Q&A sessions can be challenging, but with practice, you can learn to handle them with confidence and ease.

Anticipate common questions and prepare thoughtful, concise answers. If you don’t know the answer to a question, be honest and offer to follow up with the person later. This will help you build credibility and trust with your audience.

Here are some practical tips to improve your ability to handle Q&A sessions as a business analyst:

• Preparation is Key : Anticipate potential questions and prepare thoughtful responses in advance. Familiarize yourself with the subject matter and be ready to address inquiries with clarity and confidence.
• Active Listening : Actively listen to each question attentively, and ensure that you fully understand the inquiry before responding. Paraphrasing the question can demonstrate your attentiveness and provide clarity to both yourself and the audience.
• Embrace Transparency: If you encounter a question to which you don’t know the answer, be transparent about it. Offer to follow up with the questioner after the session, and use the opportunity to further your understanding of the topic.

8. Be Yourself

Finally, be yourself. The most important thing of all is to be authentic.

Authenticity is key to building trust and connecting with your audience. Don’t try to be someone you’re not, and don’t be afraid to show your personality and sense of humor. This will help you build rapport with your audience and make your presentation more enjoyable for everyone.

• Authenticity : Embrace your unique personality and communication style. Authenticity fosters genuine connections with your audience and enhances your credibility as a presenter.
• Share Personal Insights : Incorporate personal anecdotes or experiences that are relevant to the presentation topic. Sharing personal insights can make your delivery more relatable and engaging.
• Embrace Confidence: Embrace self-assurance and confidence in your expertise. Trust in your knowledge and insights, and let your passion for the subject shine through in your delivery.

Improving Communication Skills Through Practice

Whether you’re presenting to stakeholders or collaborating with team members, effective communication is essential. Fortunately, communication skills can be developed and improved with practice.

Regular Practice and Feedback

One of the best ways to improve your communication skills is through regular practice. Look for opportunities to speak in front of groups, participate in meetings, and engage in conversations with colleagues. The more you practice, the more comfortable and confident you’ll become.

It’s also important to seek feedback from others. Ask for constructive criticism from colleagues, supervisors, and mentors. This feedback can help you identify areas for improvement and make adjustments to your communication style.

Continuous Learning and Improvement

Effective communication requires continuous learning and improvement. Stay up-to-date with the latest communication trends and techniques by reading books, attending workshops, and taking courses. This will help you stay current with best practices and develop new skills.

You can also learn from others by observing their communication styles. Pay attention to how effective communicators deliver their messages, engage with their audience, and respond to feedback. Use this knowledge to inform your own communication style and improve your skills.

Adapting to Different Audiences and Contexts

Another key aspect of effective communication is the ability to adapt to different audiences and contexts. As a business analyst, you’ll likely be communicating with a variety of stakeholders, each with their own unique needs and preferences.

To adapt to different audiences, consider factors such as their level of expertise, communication style, and cultural background. Tailor your message and delivery to best meet their needs. Additionally, be mindful of the context in which you’re communicating. Adjust your communication style to fit the situation, whether it’s a formal presentation or an informal conversation.

Leveraging Technology and Tools for Presentations

As a Business Analyst, you can leverage technology and tools to enhance your communication and presentation skills. Below are some of the tools you can use to improve your technical skills and data analysis capabilities.

Data Analysis and Visualization Tools

Data analysis and visualization tools can help you analyze large amounts of data and present it in a way that is easy to understand. SQL is one of the most commonly used data analysis tools. It allows you to extract, manipulate, and analyze data from databases.

You can also use Power BI and Tableau to create interactive dashboards and visualizations that can be used to communicate insights to stakeholders.

Project Management Software

Project management software can help you manage your projects more efficiently. It allows you to track tasks, set deadlines, and collaborate with team members. Some of the most popular project management software includes Trello, Asana, and Jira.

Business Intelligence Tools

Business intelligence tools can help you analyze and interpret data to make informed business decisions. They allow you to collect, process, and analyze data from various sources. Some of the most popular business intelligence tools include Microsoft Power BI, Oracle BI, and IBM Cognos.

Tips : If you are curios to learn more about business analysis and related topics, then check out all of our posts related to business analysis

Communication and Presentation Skills in Business Analysis: The Essentials

Effective communication and presentation skills are important skills for business analysts, enabling them to convey complex information, engage stakeholders, and drive successful project outcomes. By improving these essential skills, business analysts can elevate their professional impact and contribute significantly to organizational success.

Key Takeaways: Communicating as a Business Analyst

• Clear and Concise Communication : Business analysts should strive to convey information in a clear, concise, and easily understandable manner to facilitate effective collaboration and decision-making.
• Engaging Presentation Techniques: Utilizing visual aids, storytelling, and audience engagement strategies can enhance the impact of business analysts’ presentations and ensure key messages resonate with stakeholders.
• Active Listening and Empathy : Cultivating active listening skills and demonstrating empathy towards stakeholders fosters stronger relationships and a deeper understanding of business needs.
• Adaptability and Flexibility: Business analysts should be adaptable in their communication and presentation approaches, tailoring their style to suit the preferences and needs of diverse stakeholders.

FAQ: Presentations and Communications for a Business Analyst

What strategies can a business analyst use to improve their oral and written communication skills.

As a Business Analyst, you can improve your oral and written communication skills by practicing active listening, clear writing, and persuasive speaking. Use visual aids such as charts, graphs, and diagrams to make your presentations more informative and persuasive. Additionally, it’s important to develop your interpersonal skills and cultural awareness to communicate effectively with stakeholders from diverse backgrounds.

Why are strong communication skills critical for a Business Analyst, and how can they be enhanced?

Strong communication skills are critical for a Business Analyst because they enable you to effectively communicate project requirements, goals, and progress to stakeholders, team members, and management. To enhance your communication skills, practice active listening, clear writing, and persuasive speaking. Use visual aids to make your presentations more informative and persuasive, and develop your interpersonal skills and cultural awareness to communicate effectively with stakeholders from diverse backgrounds.

What are some effective presentation techniques for Business Analysts to convey complex information clearly?

To convey complex information clearly, Business Analysts can use effective presentation techniques such as using visual aids, breaking down complex information into smaller, more manageable pieces, and using analogies or real-world examples to help stakeholders understand the information. Additionally, it’s important to be confident and engaging when presenting information, and to use a clear and concise speaking style.

How can a Business Analyst improve their documentation skills to support project clarity and stakeholder understanding?

To improve your documentation skills as a Business Analyst, focus on creating clear and concise documentation that accurately reflects project requirements, goals, and progress. Use plain language and avoid jargon or technical terms that stakeholders may not understand. Additionally, it’s important to organize your documentation in a logical and easy-to-follow manner, and to ensure that it is consistent and up-to-date.

In what ways can a Business Analyst practice and refine their presentation skills for various audiences?

To practice and refine your presentation skills as a Business Analyst, consider practicing in front of colleagues or friends to receive feedback and improve your skills. Additionally, you can attend public speaking or presentation skills workshops, or seek out opportunities to present to different audiences to gain experience and confidence.

What resources or training methods are recommended for Business Analysts seeking to advance their communication abilities?

There are many resources and training methods available for Business Analysts seeking to advance their communication abilities. Consider attending public speaking or presentation skills workshops, taking courses in writing or communication, or seeking out mentorship or coaching from experienced professionals. Additionally, there are many online resources available, such as blogs, podcasts, and webinars, that can provide valuable tips and insights into effective communication and presentation skills.

Meet Eric, the data "guru" behind Datarundown. When he's not crunching numbers, you can find him running marathons, playing video games, and trying to win the Fantasy Premier League using his predictions model (not going so well).

Eric passionate about helping businesses make sense of their data and turning it into actionable insights. Follow along on Datarundown for all the latest insights and analysis from the data world.

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Communication and Presentation Skills for Analysts and Managers

Elevate your professional communication skills and present data effectively with the art of storytelling. Make people listen and act on your data insights.

Course Overview

Communication is one of the most frequently listed requirements in job postings across the industries. And yet very few analysts and managers realise the importance of communication skills and have not had the chance to work on improving their storytelling abilities. Give yourself a competitive edge by bridging this gap and prove to employers you’re an expert at presenting data and communicating your findings. Take the Communication and Presentation Skills for Analysts and Managers course for the opportunity to learn how to give a good presentation of your work. The course instructor, Gilbert Eijkelenboom, author of the bestselling book People Skills for Analytical Thinkers and founder of the MindSpeaking program, is an expert in soft skills training. He teaches you how to maximize your hard work during the preparatory phase by communicating your findings with impact. Ensure your analysis doesn’t get buried under hundreds of other priorities—make people understand and implement your suggestions. Business storytelling helps you present data in an engaging way that stakeholders can easily comprehend. For this reason, it’s important to undergo some presentation skills training to ensure you’re up for the task. Once your audience is hooked, they will be eager to come on a journey with you and see how the insights your analysis produced complete the story you’re telling. In this course, Gilbert addresses some of the key challenges faced by most professionals when it comes to preparing a presentation, including creating a good story, using PowerPoint effectively, dealing with presentation stress, and the best way to present data with impact. Get ready for an exciting learning experience that shows you how improve your communication and presentation skills—two of the most important professional skills in the business world.

Topics covered

What you'll learn.

Many human resource managers refer to communication as a soft skill, while storytelling is considered as a power skill. If we say that such skills are akin to business superpowers, by taking this Communication and Presentation Skills for Analysts and Managers course, you’ll gain several. In the end, you’ll be able to do the following:

In this introductory section, you will learn what to expect in the course, how to take this course, and why you should not be afraid of presentations and communication if you are not a natural storyteller.

In this section, we will discuss common pitfalls and misconceptions in data presentation. By highlighting these issues, you will be able to avoid these errors, thereby improving the effectiveness and impact of your presentations.

Here, we delve into the psychological and neuroscientific reasons behind the power of storytelling. Understanding why storytelling works will give you a deeper appreciation for this communication tool and how it can transform your data presentations.

This section introduces you to the initial steps in crafting your data presentation. From identifying your key message to understanding your audience, these fundamental steps set the groundwork for a successful presentation.

Once you have your key message and audience in mind, it's time to build your story. This section provides techniques and strategies to weave compelling narratives around your data, engaging your audience and making your findings more memorable.

Moving from a good story to a data-driven one, this section offers insights on how to effectively incorporate data into your narrative. It presents practical guidelines on presenting data in a clear, understandable, and impactful way.

PowerPoint can be a powerful tool for data presentations if used well. In this section, we guide you through best practices for PowerPoint presentations, ensuring your slides complement your narrative rather than detract from it.

Preparation is key to delivering a stellar presentation. This section focuses on what to do in the days leading up to your presentation, from rehearsing your delivery to anticipating possible questions.

This is where you put everything together. We explore techniques for delivering your presentation with confidence, engaging your audience, and ensuring your key message resonates with them.

In this bonus section, we go beyond the basics and delve into advanced strategies for making your insights even more persuasive. By leveraging principles of psychology and persuasive communication, you can make your data speak louder and more effectively to your audience.

In this course section you will find resources for data visualization, including best practices for creating effective visualizations, identifying and eliminating chartjunk, selecting appropriate chart types for different data scenarios, and designing user-friendly dashboards.

In this course section, you will learn techniques to discover and unlock more meaningful stories from your own life experiences.

Student feedback

“Imagine seven days from now you're going to this meeting, having prepared your data story. And instead of seeing confused faces in the audience, you see people nodding in agreement, people saying “yes, let's implement this.” You're presenting with full confidence, and the people around you clinging to every word you're saying. That sounds like a dream, doesn’t it? Turn this into reality by taking the Communication and Presentation Skills for Analysts and Managers course!”

Gilbert Eijkelenboom

Founder at MindSpeaking

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10 qualities to look for when hiring a web analyst

Agata adamiak.

• September 2, 2022

Author’s Note: This article was originally posted in August 2020 and has been updated with new content.

There are several signs which indicate your marketing team is in need of a fresh eye on their data. Maybe you keep on pushing analytics reporting down to the bottom of your task list. Or your insights are struggling to reach decision makers, slowing down progress and changes on your website. Or maybe you just simply know that your data is not accurate and you need someone to come in and fix it.

If you aren’t sure if now is the time to find support from a web analyst, read my blog on the best time to hire a web analyst . 

Now that you’ve decided to hire one, you need to find the right person.

When you’re not familiar with the world of data, traffic optimisation and conversion rate optimisation, it’s hard to know where to start when looking for a great web analyst. Both individual experts and analytics agencies will have different levels of experience and skill needed for specific tasks or specific industries.

In this post…

What are the roles and responsibilities of a website analyst.

A complete and detailed job description for a web analyst will help you focus on what you need them to do and what skills they should have.

Web analyst responsibilities

Web analysts can be responsible for several things. Below are some examples of the specific tasks they may be involved in. Your final list will depend on the size of your team and which responsibilities are currently missing:

• Implementing tagging and configuration that ensures data collection is accurate and adequate to your business needs,
• Data accuracy maintenance,
• Working with business leadership to identify the right KPIs to track,
• Working with web development team to ensure website code is suitable for tracking implementation,
• Working with the marketing and optimisation team to ensure campaigns are supported with the right data,
• Creating reports for management and other team members to update on website performance and to highlight growth opportunities,
• Monitoring the performance of the website and marketing campaigns,
• Staying up-to-date with the latest news, innovations and trends in web analytics , user experience, advertising and technology.

Web analyst qualifications and skills

Good web analysts have a blend of technical, business and creative skills. Here are some specific abilities to include in your job description:

• In-depth knowledge of Google Analytics and Google Tag Manager – or a similar tagging and analytics package used by your business,
• Quantitative and qualitative analytical skills,
• Business and marketing acumen,
• Customer centric – familiar with user psychology,
• Good visual and verbal communication skills,
• Excellent attention to detail, accuracy and organisation,
• Ability to work well with different levels of stakeholders as well as both technical and creative people,
• Bachelors or masters degree in business, marketing, statistics, computer science or similar.

Web analyst profile

The best web analysts hold a unique range of abilities and characteristics as shown above. Some of these may seem obvious, such as confidence with handling numbers. But there are many subtle qualities to cover when scouting for a consultant you can trust. More on these below.

The 10 qualities to look for in a good website analyst

Whether you’re looking to hire a new team member or outsource certain tasks to a consultant , here are the 10 qualities to look for when hiring a web analyst: 

1) They understand web analytics tools 

Most web analysts will have preferred tools for analysis, tagging, reporting and testing. The most common is the Google suite of products – including Google Analytics, Google Tag Manager and Google Data Studio.

Experience using these platforms for different companies and using different configurations means they have the wider insight to identify and solve your problems faster. As each website is different, it will pose new challenges for tracking. The more experience your web analyst has, the quicker they can solve these.

If your company’s main web analytics tool is different, e.g. Adobe Analytics, it might be best to look for a web analyst already well versed in this platform.

In addition to these quantitative tools, an analyst should also be familiar with survey, scroll tracking, heatmap tracking and user recording software. Some examples include Usabilla, Hotjar and Sessioncam.

2)They are confident with code

Any web analyst worth their salt will be familiar with a range of technologies and programming languages. Most will be familiar with HTML, CSS and Javascript, and will have the ability to read, reuse and customise code.

Coding skills can be overlooked when hiring a web analyst, and though you may not necessarily require an expert, a web analyst needs to know how code works so that they can confidently suggest code additions to developers to help your web tracking. 

3)They have a methodical mindset

When hiring a web analyst, you need someone who works in an organised and methodical style. They’ll need to understand the Google Analytics Governance already in place and ensure they follow the information within. This starts with ensuring that the data measurement plan is aligned with your overall business goals. 

It is key that you hire a consultant who relies on process over tactics. The analyst who asks questions about the organisation of your data will achieve better results than the one prioritising fad tactics which focus on short term growth.

There should be nothing random or unexpected about their approach. Data analysis is scientific at its core, and experiments should be set up with a trial-by-error mindset. It is that attention to detail which leads to finding small yet crucial errors, and building profit over the long term.

4) They follow the data, never their gut

Beware of the optimisation ‘expert’ who follows their ‘gut feeling’. Inspiring successes can start from a gut feeling, but so can spectacular failures.

You are not paying for Mystic Meg to tell you what’s written in the stars for the future of your business. A data analyst builds concepts based on data, research and experience – and then they test these ideas with experiments before declaring them successful – or not.

You need someone who is passionate about making the right decisions in the right way. Beware of those who merely like to please. Instead, look out for those who love statistics and are rigorous in their assessment of company data, even if these aren’t the findings your SEO wants to hear. You want a web analyst who is keen to explore your metrics with a fine tooth comb.

5) They have proven success backed by effective case studies

Any data analyst worth their salt will have a portfolio of relevant case studies to discuss with you. It is important to take a deep dive into their previous projects.

A great case study:

• Leads with high value metrics and clear wins. How did their work lead to increases in conversion rate, sales, leads and profit? 
• Highlights positive effects beyond the metrics – did their work cut down reporting time, help with directing marketing spend, or uncover additional revenue streams?
• Presents statistics honestly. Keep an eye out for figures which appear to be massaged too vigorously. Look for details such as the period of time the statistic covers, and the source of the data.
• Inspires you as to what benefits the web analyst could bring to your organisation. They can explain how the case study will help them solve your problems too.
• Shows off project and people managing skills in addition to good revenue results.
• Includes a testimonial from the client. You don’t want to hear just about the results, but the experience. Happy clients will share details which made the relationship a success outside of the percentages and upwards pointing arrows.

Results count, but the way those results are presented will also tell you a lot about a web analyst. Is the data clear? Do the case studies tell a story? Do you understand their process? Don’t forget that your web analyst is only worth their money if they can effectively convince you to follow a particular course of action.

6) They are curious about your target audience

Look out for the analysts who ask you questions about your audience. Optimising experience is all well and good, but a great data analyst will also need to know who they are optimising the data for.

You are selling to a specific audience. Part of gaining value from your data also comes from understanding who your audience are and what drives their actions.

The analyst you want to hire will want to have an understanding of your user base early in your conversation.

7) They focus on strategy, not tactics

Investing in a web analyst or consultant means you are not simply reusing the run-off-the-mill optimisation advice present all over the Internet. An expert will understand the role of assumptions and data and they will be able to prioritise growth opportunities based on your unique business situation.

A strategy-focused web analyst will be focusing on details such as:

• The targets they want to achieve 
• The data they need to access
• Fixing missing or incorrect configurations
• Which software they use
• Their security and workflow processes
• Getting to know your team
• Your onboarding process as a client/employer
• Their reporting process
• Your targets and KPIs

Weekly Web Analytics Strategies for Product and Marketing Managers

8) they can translate data into information, insights and stories.

Data reports could read like another language to decision makers. You need a brilliant web analyst that can translate that hard data into actionable and convincing information. There is a huge difference.

Analysts do this by turning data into stories. Data is the starting point for human decision making, and needs to be framed in a way which provides inspiration and assurance to leaders and decision makers. A great consultant uses reporting, charts, pithy writing and engaging presentation skills to tell a story with their insights.

Good data analysts are articulate and good with their words as well as their numbers. Supported by representative samples and examples, analysts have the ability to influence and persuade using statistical evidence.

9) They have great soft skills

A web analyst can take quite a central role in a company, and will hold lines of communication with teams, departments and stakeholders across the company. 

When interviewing for a web analyst role, it is important to also assess their soft skills, particularly versatile communication. You need an analyst who can hold conversations with both technical and creative members of staff, alongside leadership.

It’s effective to hire an analyst who can adjust their language confidently and break down complicated concepts for a variety of audiences, including for training.

10) Their own digital marketing assets and business model ‘walks the walk’

If you are hiring an agency or consultancy, take a look at what they are doing with their own branding, marketing and advertising. 

Did you find the agency because of a well-targeted and relevant advert? Did they capture your attention with a Google result? 

Take a browse at their website – are they using the right language to persuade you? Do they appear to understand your needs? Is the website easy to read and understand?

In other words: Are they using their data to convert you?

Final thoughts on what to look out for when hiring a web analyst 

When interviewing for web analysts or meeting specialist consultants, keep these ten qualities in mind. Ask them about the tools they use and their coding experience alongside questions about their processes and methods. 

Ask for case studies and previous examples of how the candidate used data to overcome obstacles and increase profits. 

A brilliant web analyst can transform your data into your company’s greatest asset. Moreover, they can empower your teams by ensuring everyone can find valuable insights using Google Analytics Governance. 

Google Analytics Governance is the core of how I approach GA configuration methodically and with a focus on generating insight. If you’d like to learn more about what it involves and how it could help you find the right candidate, get started by downloading the cheat sheet I put together. Click the button below to get access.

• Hiring a web analyst

Continue Reading...

Experts on the top 5 digital analytics trends in 2023 – spotted at measuresummit, the manager’s guide to google analytics 4 (your business questions answered), hiring a google analytics consultant: 5 things to consider, weekly web analytics strategies.

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Our team of analysts are versed in Google Analytics, Google Analytics 360, Google Tag Manager and Google Data Studio. We use these tools to link data with your other sources like CRM, advertising and social media to paint the complete picture of your customers’ journeys.

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Web Analyst: Understanding the Role and Responsibilities

In today’s digital age, businesses rely heavily on their online presence to reach and engage with their target audience. With this emphasis on virtual communication, the role of a Web Analyst has become increasingly critical.

Definition of a Web Analyst

Simply put, a Web Analyst is a professional who specializes in analyzing and interpreting Web data. They use various tools and software to collect, measure, and evaluate user behavior on a website. Through their expertise, they provide insights and recommendations to improve online customer experience and drive business growth.

Importance of Web Analysts

Web Analysts play a crucial role in identifying and understanding customer needs and preferences. They provide valuable insights into the effectiveness of a website’s design, content, and marketing strategies. By analyzing website data, they can identify areas of improvement and optimize website performance to drive conversions and revenue.

Businesses that invest in Web Analysts are more likely to achieve their online marketing goals and adapt to changing customer behavior. Therefore, it is essential to have a Web Analyst as part of any marketing team.

Overview of the Role and Responsibilities

The primary responsibility of a Web Analyst is to track and measure website metrics such as traffic, engagement, conversion rates, and revenue. They use various analytics tools such as Google Analytics, Adobe Analytics, etc., to monitor and report on these metrics regularly.

Apart from the technical aspects, a Web Analyst should also have excellent communication and presentation skills. They must be able to interpret data into actionable insights and present findings to business leaders effectively.

Other essential duties of a Web Analyst include conducting user research, competitor analysis, and testing new website features. They should also collaborate with other departments such as marketing, design, and development to ensure the website meets business objectives and user needs.

The role of a Web Analyst is critical for businesses seeking to improve their online presence and achieve their marketing goals. Through their expertise, they provide valuable insights into website performance, customer behavior, and marketing strategies. Therefore, it is essential to understand their role and responsibilities as part of a robust digital marketing strategy.

Skills and Qualifications of a Web Analyst

A web analyst is responsible for collecting and analyzing digital data to improve web performance and user experience. To excel in this role, a web analyst must have a set of skills and qualifications that enable them to understand, interpret, and communicate complex data insights. Here are the key skills and qualifications required of a web analyst:

Technical Skills

A web analyst must be proficient in using web analytics tools, such as Google Analytics, Adobe Analytics, or IBM Digital Analytics, to collect and analyze data. They must also be familiar with data visualization tools such as Tableau and Power BI to create reports and dashboards. Knowledge of web programming languages such as HTML, CSS, JavaScript, and SQL is valuable in understanding web technologies and data collection methods.

Analytical Skills

A web analyst must be able to analyze data to identify patterns, trends, and insights that can inform business decisions. They must have a knack for problem-solving, be detail-oriented, and enjoy working with numbers. They must also be able to collaborate with other departments, such as marketing, design, and development, to ensure that data is used to guide actions that improve the user experience and business outcomes.

Communication Skills

A web analyst must be able to communicate complex data insights to non-technical stakeholders in a clear and concise manner. They must have excellent verbal and written communication skills and be able to break down technical concepts into simple terms. They must also be able to present data visually, using graphs, tables, and charts, to facilitate understanding and decision-making.

Certifications and Training

Certifications and training programs can validate a web analyst’s skills and help them stay up-to-date with industry best practices. Popular certifications include Google Analytics certification, Adobe Analytics certification, and the Web Analytics Association’s (WAA) Digital Analytics Association (DAA) certification. Additionally, web analysts should stay informed about industry events and attend seminars, webinars, and workshops to learn about new trends, tools, and techniques.

A successful web analyst must have technical skills to collect and analyze data, analytical skills to make sense of the data, communication skills to present insights, and certifications and training to stay up-to-date with industry standards. With these skills and qualifications, a web analyst can make data-driven decisions that improve the user experience and drive business growth.

Tools and Technologies Used by Web Analysts

Web analysts are responsible for collecting and analyzing data from websites to help companies optimize their online presence. This requires a range of tools and technologies to track user behavior, monitor website performance, and measure key metrics. Here are some of the most commonly used tools in the world of web analytics:

Web Analytic Tools

Web analytic tools are the backbone of any web analyst’s toolkit. These applications are designed to track and report on website usage, including page views, bounce rates, and session duration. Some of the most popular web analytic tools include Google Analytics, Adobe Analytics, and Piwik. These tools provide insights into how visitors interact with a website, allowing analysts to identify areas for improvement and make data-driven recommendations.

Data Collection Tools

Data collection tools are used to gather information about website visitors and track their behavior on a website. This includes tools like heat mapping, which records where users click and scroll on a page, as well as clickstream analysis, which records the pages visitors navigate through on a website. Other data collection tools include surveys, polls, and feedback forms, all of which can provide valuable insights into user behavior and preferences.

A/B Testing Tools

A/B testing is the process of comparing two or more versions of a website or web page to determine which performs better. A/B testing tools allow web analysts to create different versions of a page and track user behavior to determine which version results in better engagement or conversions. Some popular A/B testing tools include Optimizely, VWO, and Unbounce.

Tag Management Tools

Tag management tools are used to simplify the process of tracking user behavior and collecting analytics data. These tools allow web analysts to add and manage tags on a website without the need for manual coding. Tag management tools can also help ensure the accuracy and consistency of data collection across all pages of a website. Some popular tag management tools include Google Tag Manager, Adobe Dynamic Tag Management, and Tealium.

Web analysts rely on a wide range of tools and technologies to collect, analyze, and report on website data. By leveraging these tools and applying data-driven insights, web analysts can help businesses optimize their online presence and improve user engagement and conversions.

Data Analysis Techniques for Web Analysts

As a web analyst, one of your key responsibilities is to analyze the data gathered through various analytics tools to gain insights about customer behavior, website performance, and overall business outcomes. But raw data can often be overwhelming, incomplete, or filled with errors, making it difficult to extract meaningful insights. This is where data analysis techniques come in handy.

Data Cleaning and Preparation

Data cleaning and preparation involves identifying and rectifying errors, inconsistencies, and missing values in the raw data. This process ensures that the data is reliable, accurate, and consistent, enabling you to conduct effective analysis. Common data cleaning and preparation techniques include removing duplicate records, fixing data formatting issues, imputing missing values, and removing outliers.

Data Visualization

Data visualization techniques involve representing the data in graphical or pictorial form to make it easier for stakeholders to understand and interpret. Visualization techniques such as graphs, charts, and dashboards communicate complex data effectively and enable you to identify patterns, trends, and relationships. This helps you to make better decisions and provide actionable insights to key stakeholders.

Segmentation and Classification

Segmentation and classification involve dividing the data into meaningful groups or segments based on similar attributes. This helps you to understand distinct customer groups, identify behavior patterns, and create targeted marketing strategies. Common segmentation and classification techniques include customer profiling, clustering, and decision trees.

Regression and Predictive Analysis

Regression and predictive analysis techniques are used to forecast future trends based on historical data. These techniques help you to predict customer behavior, website traffic, and business outcomes. Regression analysis helps you to identify the relationship between two or more variables while predictive analysis techniques such as machine learning and AI models help you to make future projections based on past trends.

Data analysis techniques are critical to the success of a web analyst, as they enable you to manipulate, interpret and transform raw data into meaningful insights. By mastering these techniques, you can provide insightful recommendations and make data-driven decisions that positively impact the business. As a web analyst, it is crucial to measure the effectiveness of the website to understand how to optimize it to reach the company’s goals. Key Performance Indicators, or KPIs, help measure the performance of the website to track the progress, identify areas of improvement and make data-based decisions.

In this section, we will look at four types of KPIs crucial for web analysts to measure their website’s effectiveness.

Website Traffic KPIs

Website traffic KPIs measure the performance of the website in terms of visits, unique visitors, page views, bounce rate, and other metrics. The KPIs help understand if the website is driving traffic, and if it is driving the right audience to the website, which is how people interact with the website.

Some of the top website traffic KPIs include:

• Unique visitors
• Time on site
• Page views per session
• Bounce rate

Conversion Rate KPIs

Conversion rate KPIs measure how many visitors convert into customers or take other desired actions. Conversion rate KPIs help understand the effectiveness of the website in driving sales or leads. A strong conversion rate KPI indicates that the website is user-friendly, engaging, and compels visitors to take action.

Some of the top conversion rate KPIs include:

• Sales conversion rate
• Leads conversion rate
• Click-through rate (CTR)
• Cost per acquisition (CPA)
• Abandoned Cart Rate

Engagement and Retention KPIs

Engagement and retention KPIs measure how engaged visitors are with the website, how long they stay and how often they return. Engagement and retention KPIs help to understand the website’s effectiveness in creating a lasting impression and relationship with the target audience.

Some of the top engagement and retention KPIs include:

• Session duration
• Visitors returning frequency
• Interactions per session
• Customer Lifetime Value (CLV)
• Net Promoter Score (NPS)

Revenue and Profit KPIs

Revenue and profit KPIs measure the performance of the website in generating revenue and how much profit the website generates. Revenue and profit KPIs help understand the effectiveness of marketing and sales strategies, and if they are generating the desired ROI.

Some of the top revenue and profit KPIs include:

• Revenue per visitor
• E-commerce conversion rate
• Return on Investment (ROI)
• Gross Profit margin
• Average Order Value (AOV)

KPIs are essential for measuring the impact of the website on the business. As a web analyst, it is crucial to understand which KPIs are essential for the organization’s goals and how to interpret the data. Being equipped with the right KPIs and understanding how to use them can help the company make informed data-based decisions while optimizing the website.

Web Analytics Strategy and Planning

One of the most important elements of any web analytics program is having a comprehensive strategy and plan in place. This not only helps you stay organized and focused on achieving your goals, but it also ensures that you are accurately measuring the results of your efforts. The following are key steps in creating an effective web analytics strategy and plan.

Defining Business Objectives

When it comes to web analytics, it’s important to start by defining your business objectives. What is it that you want to achieve through your website, and how do you plan to use data to make that happen? This might include things like increasing sales, improving customer satisfaction, driving traffic, or generating leads. By establishing clear objectives upfront, you can ensure that all of your subsequent efforts are focused on achieving these goals.

Setting up Key Performance Indicators (KPIs)

Once you have your business objectives in place, the next step is to determine the key performance indicators (KPIs) that will help you measure progress towards these goals. KPIs are specific metrics that you will use to evaluate the success of your web analytics efforts. For example, if one of your business objectives is to increase sales, you might use KPIs like conversion rate, average order value, or revenue per visitor to track progress towards this goal.

Defining Analytics Goals and Targets

In addition to KPIs, it’s also important to define specific analytics goals and targets that you want to achieve. These might include things like increasing website traffic, improving the user experience, or increasing engagement with your brand. By setting clear goals and targets, you can measure progress over time and identify areas where you need to make adjustments to achieve your objectives.

Creating a Measurement Plan

Finally, it’s essential to create a measurement plan that outlines how you will collect and analyze data to inform decision-making. This might involve setting up tracking and measurement tools like Google Analytics, creating reports and dashboards to monitor progress, and establishing processes for ongoing data analysis and reporting. By having a clear measurement plan in place, you can ensure that you are collecting the right data and using it effectively to drive business results.

A comprehensive web analytics strategy and plan is essential for any organization that wants to maximize the value of its digital marketing efforts. By defining business objectives, setting up KPIs, defining analytics goals and targets, and creating a measurement plan, you can ensure that your web analytics efforts are focused, effective, and results-driven. As a web analyst, it’s your responsibility to establish and execute this strategy, ensuring that your organization is making data-driven decisions that drive success.

Web Analytics Implementation and Management

At the core of the web analyst’s role and responsibilities is web analytics implementation and management. It involves ensuring that the web analytics tools are properly configured, data is accurately collected, and critical insights are efficiently extracted.

Here are some of the best practices in implementing and managing web analytics.

Tag Management Best Practices

Tag management is the process of deploying tracking codes or tags on a website to collect data. Implementing a tag management system can help streamline the process and avoid issues such as inconsistent data or broken links. Here are some best practices in tag management:

• Define a clear tagging strategy and naming convention
• Regularly audit tags to ensure they are functioning correctly
• Use a tag management system to manage and deploy tags
• Avoid over-tagging, which can lead to data overload and impact website performance

Data Collection and Configuration

Effective data collection and configuration are crucial in getting accurate and meaningful insights from web analytics tools. To optimize web analytics data collection, the following best practices should be followed:

• Define your KPIs and metrics to ensure you are collecting data that aligns with your business objectives
• Configure analytics solutions to capture all necessary data
• Use filters and segments to remove irrelevant data
• Implement enhanced e-commerce tracking to track sales transactions, revenue, and other valuable metrics

Regular Checks and Audits

Once you have set up web analytics tools, it is important to perform regular checks and audits to ensure everything is working correctly. Some of the reasons you may want to conduct regular checks and audits are as follows:

• To detect and correct issues with data collection and configuration
• To identify opportunities for optimization or improvement
• To ensure that KPIs and metrics are accurately captured and reported
• To ensure that new website changes or updates are properly tracked

Troubleshooting and Issue Resolution

Despite the best efforts of web analysts, things can go wrong. When issues arise, it is crucial to be able to troubleshoot and resolve them quickly to minimize the impact on data integrity and website performance. Here are some troubleshooting and issue resolution best practices:

• Monitor web analytics data regularly to detect and address issues quickly
• Use data validation tools to verify data accuracy and consistency
• Investigate the root cause of issues to avoid recurrence
• Collaborate effectively with IT and other stakeholders to resolve issues

Web analytics implementation and management is crucial to the success of web analytics initiatives. By following these best practices, web analysts can ensure that web analytics data is accurate, actionable, and reliable.

Web Analytics Reporting and Visualization

Web Analytics Reporting and Visualization plays a crucial role in the success of a website. With a plethora of data available, it is important to present the right information to the right people. This can be achieved through creating custom dashboards, utilizing data visualization best practices, implementing automated reporting strategies, and utilizing interactive reporting techniques.

Creating Custom Dashboards

Dashboards provide a summary of key metrics and allow for easy access to important information. Custom dashboards can be created to showcase the metrics that are most relevant to a specific audience, such as executives or marketing teams. These dashboards should be visually engaging and provide actionable insights. It’s important to keep in mind that less is more when designing a dashboard; it’s more effective to focus on a few key metrics than to overwhelm your audience with too much information.

Data Visualization Best Practices

Data visualization can be used to communicate complex information in a visually appealing way. However, it’s important to follow best practices to ensure that the information being conveyed is accurate and easily interpreted. Some best practices include:

• Choosing the appropriate chart type
• Keeping visuals simple
• Utilizing colors effectively
• Avoiding clutter
• Labeling axes and using appropriate units

Automated Reporting Strategies

Automating reports can save time and reduce errors. Reports can be set up to run on a regular basis, such as daily or monthly, and can be sent directly to stakeholders. This ensures that everyone has access to the most up-to-date information without having to manually run reports each time. It’s important to review automated reports regularly to ensure that they are still relevant and accurate.

Interactive Reporting Techniques

Interactive reporting allows users to explore data on their own and drill down into specific information. This type of reporting can be used to answer specific questions or to uncover new insights. Interactive dashboards can be created using tools such as Tableau or Google Data Studio. These dashboards can include filters or clickable elements that allow users to explore the data.

Web Analytics Reporting and Visualization is a critical component of web analytics. To effectively communicate insights, it’s important to create custom dashboards, follow data visualization best practices, utilize automated reporting strategies, and implement interactive reporting techniques. By doing so, analysts can ensure that they are providing the right information to the right people at the right time.

Web Analytics and Personalization

Web analytics is a vital component of the modern digital landscape. By analyzing user behavior, web analytics provides businesses with valuable insight into how customers interact with their website or app. Personalization techniques and technologies are increasingly being used to enhance the user experience and optimize engagement.

Personalization Techniques and Technologies

Personalization involves tailoring content and messaging to individual users based on their behavior, demographics, and other factors. This can range from simple changes such as language or location-based content to more complex approaches such as product recommendations based on past purchases.

Personalization technologies can include machine learning algorithms, predictive analytics, and recommendation engines. These technologies can analyze large amounts of data to provide relevant and timely recommendations to users.

Segmentation and Targeting Strategies

Segmentation involves dividing users into distinct groups based on their characteristics, behavior, or other factors. Targeting involves tailoring messaging and content to these specific groups.

Segmentation and targeting strategies can be used to increase engagement, reduce bounce rates, and improve conversions. For example, a clothing retailer may segment users based on their gender and browsing history and target them with relevant promotions or discounts.

Optimizing User Experience with Analytics

Web analytics can be used to measure and optimize user experience. By analyzing the user journey, businesses can identify pain points and areas for improvement.

Analytics can also provide insight into user behavior, such as where they are coming from and what pages they visit most. By using this information, businesses can make informed decisions about website or app design, content, and functionality.

Integrating Analytics with CRM and Marketing Automation Tools

Integrating web analytics with customer relationship management (CRM) and marketing automation tools is essential for creating a truly personalized customer experience. By combining demographic and behavior data with marketing automation, businesses can create targeted messaging and promotions that resonate with users.

For example, if a user abandons their shopping cart, a well-timed and personalized email reminder can help to bring them back and complete the purchase. Analyzing the data on this type of behavior can help businesses to increase conversions and reduce bounce rates.

Web analytics plays a crucial role in understanding user behavior and providing businesses with valuable insights into how they can optimize engagement and conversions. By using personalization techniques and technologies, segmentation and targeting strategies, and integrating analytics with CRM and marketing automation tools, businesses can create a personalized and engaging customer experience.

Web Analytics and SEO

Web analytics and search engine optimization (SEO) go hand in hand. A web analyst is responsible for understanding the nuances of SEO and how it affects website traffic. The following areas are crucial to master for effective web analytics:

Analyzing Search Engine Rankings

Search engine algorithms change frequently, which can impact a website’s ranking on search result pages. A web analyst should regularly monitor search engine rankings for relevant keywords and phrases. This information can help identify trends and opportunities to improve a site’s visibility.

Keyword Research and Analysis

Keywords are the foundation of SEO. By identifying the keywords people use to search for your products or services, a web analyst can optimize a website’s content and structure to ensure it is appearing in relevant search engine results pages. Performing regular keyword research and analysis is essential to monitor changes in search behavior and adjust website content accordingly.

Link Building Analysis

Links are the backbone of SEO. A web analyst should analyze backlinks to a website to ensure they are high-quality and relevant. Performing a backlink analysis can help identify any low-quality or spammy links that could be hurting your website’s search engine ranking.

Competitor Analysis and Benchmarking

Keeping an eye on the competition is essential in SEO. A web analyst should perform regular competitor analysis and benchmarking to identify their strengths and weaknesses. This information can be used to make necessary improvements to your own website and stand out in search results.

A good web analyst should be knowledgeable about SEO and its impact on website traffic. By regularly monitoring search engine rankings, performing keyword research and analysis, analyzing backlinks, and conducting competitor analysis and benchmarking, web analysts can ensure that websites are optimized for maximum visibility and success.

Web Analytics and Social Media

As a web analyst, understanding the role and responsibilities when it comes to social media is crucial. Social media is a powerful tool that can give valuable insights into customer behavior and help businesses make informed decisions. Here are some key areas where web analysts can focus on social media:

Social Media Metrics and KPIs

Social media metrics are an essential part of any digital marketing strategy. As a web analyst, understanding which metrics are most important for your business can help you track progress and identify areas for improvement. Some of the social media metrics that are commonly used include engagement, reach, impressions, clicks, and conversions.

Key Performance Indicators (KPIs) are specific metrics that measure how well a business is achieving its goals. With social media KPIs, web analysts can track things like customer satisfaction, brand awareness, and conversion rates. KPIs can help businesses determine if their social media strategy is effective and identify areas where they need to improve.

Listening and Monitoring Strategies

Another important responsibility for web analysts is to listen and monitor social media conversations about their brands. This involves tracking mentions, tags, and comments to gauge customer sentiment and identify any issues that need to be addressed. Listening and monitoring strategies can also help businesses identify influencers and brand advocates who can help drive engagement and sales.

To effectively monitor social media, web analysts can use various social media listening tools such as Hootsuite, Buffer, and Sprout Social. These tools can help track social media metrics, monitor mentions, and gauge customer sentiment.

Social Media Campaign Analysis

As a web analyst, you can analyze the effectiveness of social media campaigns to identify what’s working and what’s not. Analyzing social media campaigns can help businesses determine which campaigns are driving the most engagement, which channels are performing the best, and which strategies need to be improved. By analyzing campaign data, web analysts can also provide insights to help businesses optimize their social media strategies and create more effective campaigns in the future.

Social Media Advertising Optimization

Social media advertising is a powerful tool for businesses looking to reach a larger audience. However, without proper optimization, businesses may not see the returns they expect. As a web analyst, you can help optimize social media advertising campaigns by analyzing data, identifying trends, and tweaking strategies. Optimization can involve targeting specific audiences, optimizing ad placements, and adjusting messaging to better resonate with the target audience.

Social media is a crucial part of any digital marketing strategy, and web analysts have a significant role to play in ensuring its effectiveness. By focusing on areas such as social media metrics and KPIs, listening and monitoring strategies, social media campaign analysis, and social media advertising optimization, web analysts can help businesses stay ahead of the curve in a fast-paced digital environment.

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Effective Presentations

Learn how to present like a pro.

By the Mind Tools Content Team

Giving presentations can be a daunting task for even the most seasoned public speaker. However, the practical tips outlined here will help you to prepare, deliver and evaluate any presentation you make.

Preparation

• Understand your audience - consider their background, average age, experience and previous knowledge. Think about what they will want to gain from your presentation, as this will help you to pitch it at the appropriate level, and will also help you to anticipate and prepare for potential questions.
• Identify the objectives and key issues or arguments that you will cover during your presentation. List the information that you have or that you need to find for each of these points.
• Do your research - collect all the information you need; for example, graphics, statistics, quotes. Try to use relevant examples or stories to illustrate your key points, as this will help keep your audience engaged with what you are saying.
• Work out a structure for your presentation. Generally, you should begin by welcoming your audience. After the welcome, you will need an introduction, a main body and a conclusion, which should be followed by some words of thanks to the audience for their attention. Make sure that your points are ordered in a logical way.
• Consider how much time you have available and factor in some extra time to allow for contingencies (e.g. interruptions, technology failure etc.).
• Decide on which presentation aids you will use (if any); for example, scripts, cue cards or notes. Make sure that whatever you use is clear and legible. Number each page or card so that they can be reordered quickly and easily if you drop them.
• If you will be using visual aids such as slides, ensure they are clear, legible and easy to read from anywhere in the room you will be presenting in. Check your visuals thoroughly for grammar and spelling errors, and try to include simple graphics and color to add variety. Don't put too much information on visuals - their purpose is to highlight and summarize what you are saying.
• Any handouts you prepare should also be clear, legible and error-free. Make sure you have enough copies for each audience member, plus spares.
• When you have finalized your presentation and are happy with it, practice delivering it several times until it is largely committed to memory. If possible, try it out on a friend/family member or trusted colleague for their feedback.
• On the day of your presentation, arrive at your venue well in advance so that you can check equipment, props, seating arrangements, equipment etc.
• Manage your nerves by taking some deep breaths, and warm up your voice (e.g. by doing some vocal exercises like tongue twisters, or sipping a hot drink).
• Make sure you are comfortable with your position for the presentation, and have a glass of water within easy reach. Arrange your presentation aids such as your cue cards or notes in such a way that it will be easy for you to see and use them.
• Speak clearly and confidently, varying your tone and pitch to help engage your audience. Try not to rush your speech - pause briefly after each sentence to catch your breath before moving on to the next point.
• Be aware of your body language and tailor your gestures and facial expressions to add emphasis to your points. Stand in a natural upright position with your hands by your sides and use open gestures - standing with your arms or legs crossed, or with your hands behind your back, can make you appear nervous. Avoid distracting habits such as fiddling with a pen, or jingling coins in your pocket. Try to maintain eye contact with your audience if you can, and resist the temptation to stare down at your notes or script.
• Give the audience the opportunity to ask questions, either throughout the presentation, or at the end. Answer all questions politely and courteously, and keep your answers brief. If someone wants more information, ask them to come and speak to you afterwards. Don't panic if you don't have the answer to a question immediately to hand: explain that you don't know the answer and invite the questioner to stay behind after the presentation to discuss the issue further.
• If possible, record your presentation and play it back afterwards for a critical self-appraisal. It is important to be honest with yourself about the effectiveness of your presentation. For example, did you cover all the key points? Was your timing right? Did you speak clearly at a moderate pace? Were your visuals clear and visible? Did your audience seem fully engaged ? You could also share your recording with your manager or a coach or mentor for their feedback.
• Solicit feedback directly from your audience. The most common way of doing this is to issue an evaluation form after the presentation has concluded. In this, be sure to include questions regarding content, tone, timing, visuals, vocal pitch, and speed.
• Think about the questions the audience asked you. If they didn't ask any, don't assume this is because you covered everything; you may not have held their attention sufficiently for them to feel inspired to ask anything. If they asked questions regarding points you felt you had covered during your presentation, then it is possible that you were not clear enough.
• Remember: evaluation is important, as reflecting on what went well/less well in your presentation will help you to develop and improve your skills, and to establish which methods and approaches work in which situations.

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Data Analysis 101: How to Make Your Presentations Practical and Effective

• December 27, 2022
• 53 Comments

Understanding Importance of Data Analysis

The results of data analysis can give business the vital insights they need to turn in to successful and profitable ventures. It could be the difference between a successful business operation and a business operation that is in trouble.

Data analysis, though one of the most in-demand job roles globally, doesn’t require a degree in statistics or mathematics to do well, and employers from a wide variety of industries are very keen to recruit data analysts.

Businesses hire data analysts in the field of finance, marketing, administration, HR, IT and procurement, to name just a few.  Understand the big picture and provide answers. By engaging in data analysis, you can actually delve deep and discover hidden truths that most business people would never be able to do.

What skills you should master to be a data analyst?

While Data Analyst roles are on the rise, there are certain skills that are vital for anyone who wants to become a data analyst . Before the job, a candidate needs to have either a degree in statistics, business or computer science or a related subject, or work experience in these areas. 

If you’re interested in becoming a data analyst, you’ll need to know: 

• Programming and algorithms
• Data Visualization 
• Open-source and cloud technologies 
• No coding experience is required. 

How much is a data analyst worth?  Data analysts earn an average salary of £32,403 per annum, according to jobs site Glassdoor. This pays for a salary, with benefits such as medical insurance and paid leave included in the starting salary.  If you think you have the right skills, there are plenty of roles on offer.

What data analysis entails

Data analysis is an analytical process which involves recording and tabulating (recording and entering, entering and tabulating) the quantities of a product, such as numbers of units produced, costs of materials and expenses.

While data analyst can take different forms, for example in databases, in other structures such as spreadsheets, numbers are the main means of data entry. This involves entering and entering the required data in a data analysis system such as Excel.

For example, although a database doesn’t require a data analyst, it can still benefit from data analysis techniques such as binomial testing, ANOVA and Fisher’s exact tests.  Where is the data analysis courses in IT?  Given the ever-increasing reliance on technology in business, data analysis courses are vital skills.

What are the types of data analysis methods?

• Cluster analysis 

The act of grouping a specific set of data in a manner that those elements are more similar to one another than to those in other groups – hence the term ‘cluster.’ Since there is no special target variable while doing clustering, the method is often used to find hidden patterns in the data. The approach is purposely used to offer additional context to a particular trend or dataset.  

• Cohort analysis 

This type of data analysis method uses historical data to examine and compare a determined segment of users’ behavior, which can then be grouped with others with similar characteristics. By using this data analysis methodology, it’s possible to gain a wealth of insight into consumer needs or a firm understanding of a broader target group.

A dependent variable is an element of a complex system that is assumed to have a single cause, but it’s affected by multiple factors, thus giving researchers an indication as to how a complex system function.  

• Regression analysis

The regression analysis is used to predict how the value of a dependent variable changes when one or more independent variables change, stay the same or the dependent variable is not moved. Regression is a sophisticated statistical method that includes mathematical functions that are typically called “segmentation,” “distribution,” and “intercept” functions.

Regression is a type of regression analysis that only contains linear and quadratic functions. You can change the types of factors (or the independent variables) that are selected in regression analysis (it’s typically called “nonlinear regression analysis”) by changing the order in which the models are constructed.To begin, let’s explain how regression analysis works.  

Examples in business world

The Oracle Corporation is one of the first multinational companies to adopt this type of analysis method, based on which the company was able to develop predictive modelling systems for marketing purposes.

In a more specific sense, a Regression analysis is a popular type of data analysis used for analyzing the likelihood that a random variable will move up or down a range of parameters in response to a change in a specific control variable.

Companies who use this type of analysis are looking for trends and patterned performance over time. For example, how a company may respond to a rising cost of labor and its effect on its business bottom line, a weather-related issue like an earthquake, a new advertising campaign, or even a surge in customer demand in some areas.

What are basic pointers to consider while presenting data

Recognize that presentation matters.

Too often, analysts make the mistake of presenting information in order to show an abstracted version of it.  For instance, say a B2B company has 4 ways to improve their sales funnel:

• More Visually Engaging 
• More Easily Transacted 
• More Cost Effective 

Then, “informative” would mean that a B2B company needs to optimize their sales funnel to each of these to be more “convenient, faster, easier, more visually engaging, or most cost effective.” Sure, it would be nice if they all improved – they would all provide a competitive advantage in some way. But that’s not what the data tells us.

Don’t scare people with numbers

When you’re presenting data, show as many as possible, in as many charts as possible. Then, try to talk through the implications of the data, rather than overwhelming people with an overwhelming amount of data.

Why? Research suggests that when a number is presented in a visual, people become more likely to process it and learn from it.  I recommend using video, text, graphs, and pictures to represent your numbers. This creates a more visually appealing data set. The number of followers on Twitter is visually appealing. The number of followers on Facebook is visually appealing. But nobody looks at their Twitter followers. If you don’t know what your numbers mean, how will your audience?  That doesn’t mean numbers aren’t important.

Maximize the data pixel ratio

The more data you show to a critical stakeholder, the more likely they are to get lost and distracted from what you’re actually trying to communicate. This is especially important in the case of people in the sales and marketing function.

Do you have a sales person out in the field who is trying to close a deal? It would be a shame if that person got lost in your Excel analytics and lost out on the sale.  This problem also occurs on the web.

Consider how web visitors respond to large, colorful charts and graphs. If we’re talking about visualizations that depict web performance, a visual might be helpful. But how often do we see this done?  Research shows that people respond better to web-based data in a simplified, less complex format.

Save 3-D for the movies

There are great stories in the universe. This is an oversimplification, but if you look at history, humans only understand stories. We are great storytellers. We develop, through trial and error, our own intuition about the “right” way to tell stories.

 One of the most powerful and effective ways to present data is to go beyond the visual to the audible, that is, to tell stories in a way that people can relate to. Everything you hear about computers being a series of numbers is wrong. We visualize numbers in a precise, quantitative way. But the numbers are not a collection of isolated events. To understand them, we need to understand the broader context.

Friends don’t let friends use pie charts

Businesses and analysts have done this since pie charts first appeared on Microsoft Excel sheets. When presenting data, break down your pie chart into its component segments.

 As opposed to an equal-sized circle for the average earnings for all the employees, share a pie chart where the percentages for each individual segment are different, with a link to the corresponding chart.

 Pair with explanatory text, show their correlation, and make your choice based on your audience, not on whether you want to scare or “educate” them. The majority of audiences will see the same image, regardless of whether it’s presented in a bar chart, bar chart, line chart, or something else.

Choose the appropriate chart

Does the data make logical sense? Check your assumptions against the data.  Are the graphs charting only part of the story? Include other variables in the graphs.  Avoid using axis labels to mislead. Never rely on axes to infer, “logical” conclusions.  Trust your eyes: you know what information your brain can process.

Think of numbers like music — they are pleasing, but not overwhelming.  Save 3D for the movies. When everyone is enjoying 4K, 8K, and beyond, it’s hard to envision your audience without the new stuff. I remember the first time I got to see HDTV. At home, I sat behind a chair and kept turning around to watch the TV. But at the theatre, I didn’t need a chair. All I had to do was look up, and see the giant screen, the contrast, and the detail.

Don’t mix chart types for no reason

Excel chart s with colored areas help people focus. Arrows give us scale. Assume your audience doesn’t understand what you’re saying, even if they do. Nobody wants to open a recipe book to learn how to cook soup. Instead, we start with a recipe.

Use a formula to communicate your analysis with as few words as possible. Keep it simple.  Resist the urge to over-complicate your presentation. A word cloud is not a word cloud. A bar chart is not a bar chart. If you use a word cloud to illustrate a chart, consider replacing a few words with a gif. A bar chart doesn’t need clouds. And a bar chart doesn’t need clouds.  If there’s one thing that’s sure to confuse your audience, it’s bar charts.

Use color with intention

Use color with intention. It’s not about pretty. When it comes to presenting data clearly, “informative” is more important than “beautiful.” 

However, visualizations like maps, axes, or snapshots can help visual communication to avoid this pitfall. If you are going to show a few locations on a map, make sure each location has a voice and uses a distinct color. Avoid repeating colors from the map or bottom bar in all the visuals. Be consistent with how you present the data .  A pie chart is not very interesting if all it shows is a bunch of varying sizes of the pie.

Data analysis in the workplace, and how it will impact the future of business

Business leaders are taking note of the importance of data analysis skills in their organisation, as it can make an enormous impact on business.

 Larger organisations such as Google, Amazon and Facebook employ huge teams of analysts to create their data and statistics. We are already seeing the rise of the next generation of big data analysts – those who can write code that analyses and visualizes the data and report back information to a company to help it improve efficiency and increase revenue. 

The increasing need for high-level understanding of data analysis has already led to the role of data analyst becoming available at university level. It is no longer a mandatory business qualification but one that can enhance your CV.

By understanding the importance of each variable, you can improve your business by managing your time and creating more effective systems and processes for running your business. The focus shifts from just providing services to providing value to your customers, creating a better, more intuitive experience for them so they can work with your company for the long-term. 

Adopting these small steps will allow you to be more effective in your business and go from being an employee to an entrepreneur.

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A Leader's Guide to Effective Presentation Skills

Presentation Skills for Leaders

• Inspire and motivate their teams
• Strengthen their personal brand and reputation
• Build trust and rapport with stakeholders
• Persuade others to support their ideas and initiatives

"People don't buy what you do; they buy why you do it."

Key Elements of Effective Presentations

Clear and compelling storyline, visual aids and design, engaging delivery, interaction and engagement.

Practical Tips for Developing Your Presentation Skills

Know your audience, practice, practice, practice, leverage the power of storytelling, minimize cognitive load.

• Breaking down complex ideas into smaller, digestible chunks
• Using visuals to support and simplify your message
• Focusing on the most critical points and eliminating unnecessary details

Master the Art of Nonverbal Communication

• Maintain eye contact with your audience to establish connection and demonstrate confidence.
• Use purposeful gestures to emphasize key points and express enthusiasm.
• Adopt an open and relaxed posture to convey approachability and credibility.

Utilize the Power of Pauses

• After making an important statement or revealing a key piece of information
• Before transitioning to a new topic or section
• To allow the audience time to process complex ideas or ask questions

Seek Continuous Improvement

Examples of great presentations, steve jobs' iphone launch.

• Craft a clear and engaging storyline that guides your audience through your content.
• Use minimalist visuals that complement and reinforce your message.
• Exhibit genuine enthusiasm and passion for your subject matter.

Dr. Martin Luther King Jr.'s "I Have a Dream" Speech

• Use storytelling and vivid imagery to evoke emotion and create a lasting impression.
• Deliver your presentation with conviction, passion, and energy.
• Be mindful of the power of language, and choose your words carefully to convey your message effectively.

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Published on: 31 May 2021 , 10 mins to read

Becoming a great trainer: How to improve your presentation skills

In-person seminars and workshops, move aside. With the rise of remote work, and the digital transformation it has ushered, online presentations, webinars, and web conferences are becoming more and more of a norm. For trainers, this means it’s time to learn how to improve presentation skills.

No matter how much technology changes things, creating a successful training experience still relies on the human aspect. To be able to lead great instructor-led online learning sessions, whether it’s a webinar for employees or a sales demo for clients, you need to know how to be a good presenter.

But for many people, speaking in public is hard. And speaking in public via a Zoom screen is… surprisingly still hard. Is presenting a talent you simply weren’t born with?

Short answer: No . Like with every other skill, being a good presenter can absolutely be taught. If you’re looking for ways to improve presentation skills, read on.

In this article, we’ll cover everything from the most common challenges of online presentations and presentation tips that will keep your audience hooked, to all the practical things you need to consider beforehand.

The challenges of online presentations

As everyone quickly realized during the pandemic, online presentations come with their own set of challenges. Without the element of the instructor’s physical presence in the same room with learners, it can be really hard to keep the levels of engagement from dropping.

For learners, long Zoom lectures where the presenter just goes through slide after slide without asking for their questions or participation is a passive experience . For presenters, it can feel like they’re talking to the void — especially if people have their cameras turned off. It’s a lose-lose situation.

Precisely because physical presence is absent, communication and active participation in online presentations are key in order to make the experience a conducive one to learning. But if the presenter is not familiar enough with the format or with delivering presentations in general, this can be hard to pull off.

Building your presentation skills

So how to improve your presentation skills if you don’t have experience with online presentations? Here are some things you can do:

Take courses

You know you’re great at your job. (If you weren’t, you probably wouldn’t be giving lectures and teaching others about it.) But being great at any given profession and teaching it are two very different skills.

So if you’re stressing out over how to be a good presenter, you can start by taking a relevant course. For example, this TalentLibrary™ course will show you the importance of presentation in selling a product or service and guide you through the art of storytelling.

Attend online presentations

To be a great novelist, you need to read a lot of books in your genre. To improve presentation skills, you need to watch other presenters. Joining webinars and online sessions, even in different subject matters than your niche, will give you a precious perspective.

Being on the side of the audience , you can notice things that bother you and make sure to avoid them when the time comes. Or you can identify the things you liked and incorporate them into your own presentation.

Do practice runs — on camera

Preparing your material and doing a couple of practice runs are always expected before every presentation. And when your presentation is an online one, you should really add the camera into the mix. For one, it will give you the chance to test your equipment and ensure your setup works for you (more on that below).

But also recording yourself and then watching the recording will allow you to see what your learners see .

• Are you going through your slides too fast or too slow?
• Is your intonation monotonous or are you talking naturally?
• Should you speak louder?

Unless you see yourself on camera, there really is no way to answer those questions or adjust accordingly.

How to deliver an engaging online presentation

Part of any good presentation is how well you speak in front of an audience. But in an online presentation, there are several other ways you can leverage the technology at hand to create engagement. These presentation tips below will help you get started:

Let your personality shine through

Make a pun. Offer an extra tidbit of information you find intriguing. Insert a personal anecdote. Neither your learners nor your prospective clients want to listen to you read a manual out loud with slides in the background. You don’t have to turn into a comedian, if that’s not your thing, but adding a personal touch is a great way to get people to pay attention to what you’re saying.

Also, if your company brand allows it, it could be a good idea to give your webinar or training session a catchy name. This will convince attendees they’re probably not in for a boring time!

Encourage audience interaction

Having a Q&A session at the end of your webinar is great — but not enough. To keep your audience engaged so that they’re more than just passive listeners, encourage questions and conversation throughout. For example, whenever you finish a part of your presentation, pause and ask if there are questions. People aren’t willing to speak up? Pose questions yourself to get the ball rolling.

If you’re presenting through a video conferencing software like Zoom, you should use the chat feature . State from the beginning that people are welcome to ask questions or share their opinions and every now and then pause your presentation to address their comments.

Most video conferencing software nowadays has the option to divide participants into smaller rooms , where they can have more targeted conversations. Break them into groups of 3-4 people and provide one or two discussion subjects as starting points. You can cruise between the different groups to check everything is working. Then after 15-20 minutes or so you can bring everyone back for a broader conversation based on what was discussed in groups.

Keep your slides visually appealing and informative

There are two types of people: those who treat slides like pages of a book, loading them with a ton of text, and those who opt for almost blank slides with lists of bullet points. Neither of these types is going to keep an audience at the edge of its seat.

Since you’ll be probably sharing your screen for the most part of the presentation, you need your slides to be visually pleasant. Use interesting or funny images to illustrate a point. Highlight specific information with your pointer as you go along. If possible, add animation . And don’t stay in one slide for too long: about 2 minutes per slide should be your goal.

Extra tip: If you can’t find good visuals for a part of your presentation and you want to ensure your audience will pay attention, switch the camera back to your face. It will be like including a mini talking-head video in between slides.

Use unexpected multimedia elements

No matter how to-the-point and engaging you make them, slides alone are not going to cut it. As we’ve already seen, it’s a webinar best practice to engage your audience with questions often. A fresh way to do this is with an online poll.

Software solutions allow you to run real-time polls where you can ask people’s opinions about a subject and have their responses showcased on your shared screen. This will make your audience more likely to participate and pay attention — even if they’re too shy to talk in front of everyone.

You can also include short videos (no more than 1-2 minutes) or sound clips that are relevant to your subject matter, to offer some visual and auditory variety.

Don’t forget to hit “record”

Offering the recording (and the transcript) of your webinar afterward to anyone who’s missed it or wants to rewatch is considered a webinar best practice. But it can also be a bit tricky: if it’s live, you probably need to ask the permission of everyone present before recording.

Alternatively, you can make a pre-recorded version of your presentation without the audience, and share it with those who didn’t attend.

Before you start the presentation

So by now you have your “improve presentation skills game plan” down to pat. Time to focus on the small, technical details that can nevertheless have a big impact on your online session:

Find the right angle for your camera

How much of your background do you want to show? Which angle makes your face look better? (We all feel our face looks weird on camera, hence the tip on doing practice runs mentioned earlier.)

Spend some time figuring out how to position your laptop so that the camera angle works for you.

Check your lighting

Depending on what time you’re giving your presentation, natural light may not be available or it may change fast. It’s better to have a reliable light source, like a LED ring light mounted on top of your laptop.

Get a good microphone

Sure, you can use your laptop’s own microphone. But if you’re recording the session, it’s better to use a boom or lapel microphone to ensure your sound is crisp.

Familiarize yourself with the software you’re using

If you’re not very familiar with the video conferencing software you’ll be using for your presentation, it’s crucial to do a couple of test runs with friends or co-workers. You need to be able to divide people in break rooms fast and bring them back without any confusion. You also need to know how to give co-host rights to a member of the audience in case they need to share their screen to present something.

Join the event earlier

This goes without saying, but be there a good 10-15 minutes before your event starts. That way, you’ll have the necessary time to calibrate your camera and sound without anyone noticing — and be there to welcome any early arrivals. Just like you would do in a real-life classroom.

Improving your presentation skills is a marathon, not a sprint

Ultimately, a good presentation is one where participants leave having gained new knowledge. So, your role as a presenter is to keep them engaged and make learning stick. That’s why it’s important to collect feedback and learn how to improve yourself over time. And as technology changes, so will the tools you will have at your disposal to better achieve your goals.

Save time, frustration and money with TalentLMS, the most-affordable and user-friendly learning management system on the market. Try it for free for as long as you want and discover why our customers consistently give us 4.5 stars (out of 5!)

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| Tags: eLearning Videos , Soft Skills Development

Christina Pavlou - Former Content Marketing Manager

Christina, ex-Content Marketing Manager at Epignosis, focuses on L&D, diversity, and enhancing workplace well-being. Learn how to improve your work environment. More by Christina!

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