The role of the data translator

In blogs 1 and 2, Lisa Gingell, Director and Founder of 3-Eight Communications discussed the role of Communications Consultants and how they can aid digital strategy design and creating the digitised customer. 
 
Here, Lisa explores the role of the data translator - the communications consultant - for digital strategy design and its importance in the energy industry.
 
We all know that consumers are becoming more digitised; they favour online and mobile communication methods, with a desire for instantaneous information, wearable tech and in-home connected devices.

As a result, switching utilities providers is becoming increasingly simple and commonplace. The average consumers understanding of energy consumption and its growing cost to their business (and home life) is creating a natural desire to change how they operate buildings and systems at work and at home.

Along with this, consumers have a ‘need’ for digitised services that can show, influence, help and truly benefit their business bottom line. Within the energy industry, suppliers, brokers and energy management systems providers have an opportunity to collect a vast array of data. Data can be collected from almost anything, from consumption patterns to time of day use, building and equipment operational hours to maintenance and fault statistics, human behaviours and actions.

But there is no benefit to data being collected if there is no purpose or point to this data collection…this is where the data translator, the communications consultant, rises to the challenge.

The role of the data translator is varied, in-depth and hugely beneficial to a business.

• ensures that organisations achieve real impact from their analytics initiatives
• identifies patterns, trends, opportunities, and problems
• pinpoints the value of AI and analytics in the business context
• acts as a bridge between the business and the data science team
• influences the story and can leverage visualisation techniques that present data in an actionable manner to business users.

​The data translator is essentially a communications professional that must be many things, from a leader to a communicator, product marketing manager and industry expert. The data translator should have a strong business background, a passion for building a data-driven business strategy and a high level understanding of what data and data science could be used for.
​
For a true digital customer experience in the energy industry, businesses should embrace the data translator, someone who understands the industry, the business and the customer needs; and that can most importantly articulate how data can be interpreted.  The translator ensures for a better customer experience that utilises digital interfaces to drive engagement and longevity of use.  Delivering solutions to the digitalised customer that will drive revenue for their business.