Turning Data Into Actionable Stories

The Guest

Kudzayi Chakahwata is the Audiences and Technology Solutions Director at Publicis. She holds a masters degree in mathematics and has worked every possible data analyst gig, from in-house to agency. She’s also a certified Scrum Master and a highly versatile, business-focused, enthusiastic data leader with transferable skills across multiple sectors. Today,  she’s here to talk about data analysis in marketing.

From Mathematics to Marketing

Kudzayi’s academic background is rooted in mathematics, with a master’s degree from King’s College. But as she recalls, transitioning from neural networks to marketing analytics was no walk in the park. 

“Funnily enough, I don’t think it actually put me at a direct advantage early on,” Kudzayi reflects. “I still had to learn a new skill from scratch... learning how to pull data from a massive data warehouse via SAS and use Excel not as a student, but as a data professional.”

However, her foundation in math became an invaluable asset later in her career. The analytical rigor of her training helped her master the art of clear and concise data storytelling, allowing her to communicate insights to stakeholders in a way that engaged, rather than overwhelmed, them. 

"That’s the one thing that math brought in relatively early and stayed with me—telling someone else a story in a way that engages them and can’t be misunderstood."

Bridging the Gap Between Data and Storytelling

One of the biggest challenges that data analysts face is the disconnect between crunching numbers and conveying actionable insights. For Kudzayi, knowing how to tell a compelling story with data is a skill many analysts need to develop. 

She notes that there’s a prevalent misunderstanding in the field: “There’s this conception that you have two types of analysts,” says Kudzayi. “Those who are really strong technically and those who are excellent storytellers. But I genuinely believe that anyone can develop both skills with the right environment and coaching.”

Kudzayi emphasizes that it's not just about being technical; it’s about making data accessible and understandable. The excitement comes when you see stakeholders have those "aha" moments.

“The most enjoyable moments in analytics are when you’re sitting with marketers and stakeholders, seeing them spark off debates about what they need to do next,” she shares.

Data Isn’t the Strategy: Debunking the "Data-Driven" Myth

One of the major points Kudzayi tackles is the popular term "data-driven." While it’s become a buzzword in the marketing world, she’s not a fan. "I hate that term," she admits. “It's often used as a slur—shunting responsibility. It’s as if businesses believe they can throw all their problems at the data team and if it doesn't magically fix everything, they’re at fault.”

Kudzayi argues that while data is an essential part of the puzzle, it's not a panacea. “Data is a very powerful component, but it has to be wielded correctly. We need some tracks to run on first—data alone won’t provide the strategy.”

The Importance of Context in Data Analysis

The conversation highlights a crucial aspect that many brands and agencies miss: context. Kudzayi underscores how vital it is to understand the context in which data is being used. 

“Context is king,” she says, explaining that without it, data is meaningless. Many marketers request data without considering its relevance or how it aligns with business goals. “Too often, I’ve seen stakeholders ask for analysis without understanding what they really want. They think more data is better, but that's not always true.”

Kudzayi stresses the need for marketers and analysts to collaborate closely. “You must give us context. Our work, our impact, and even our motivation suffer without it.”

Responsible Data Usage: No More Data Cowboys

Another key topic discussed is the shift towards responsible data usage. Kudzayi notes that in the past, data was often handled with a cowboy mentality—analysts would dive into data sets without questioning their origins or ethical considerations. 

Today, the landscape is different. “We all have to look out for it now,” she says, referring to the growing awareness around data privacy and consent. “I’d rather cause a delay to have the proper checks than go ahead and find out something wasn’t in place.”

In reflecting on her journey and what she’s learned, Kudzayi offers a crucial piece of advice for marketers staring at a sea of data: “Don’t expect data to solve all your problems. It’s an important piece of the puzzle, but it’s not the whole picture. Lean on us as professionals—we’re here to guide you through it.”

Kudzayi's perspective is a refreshing reminder that while data is powerful, it’s the people behind it—the storytellers, the strategists, and the collaborators—who truly bring it to life.

The Links

Kudzayi on LinkedIn

Seven Tips for Data Storytelling That Make An Impact

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