Becoming a trusted data analytics adviser instead of a report writer

Abstract

Marketing analytics has transformed analysts from report producers into strategic advisers, yet many organisations keep them occupied on the hamster wheel of ad hoc reporting. This paper examines the critical shift required for analysts to move beyond dashboard delivery and toward trusted advisory roles that influence business outcomes. Being a mere report and dashboard generator runs the risks of overproduction, cognitive overload and stakeholder disengagement when data are presented without interpretation or context. Drawing on concepts from data storytelling, analytics adoption and cognitive psychology, the paper discusses how analysts can reduce information fatigue, build credibility and foster decision confidence through narrative communication. Storytelling integrates semantic precision, rhetorical persuasion and pragmatic relevance, enabling analysts to translate complex signals into actionable recommendations. Further, the role of the ‘analytics translator’ is explored as a bridge between technical teams and business leaders, emphasising the necessity of domain knowledge, communication skills and contextual framing. Barriers to adoption are addressed through a staged maturity model, showing how challenges such as inconsistent data definitions, cultural resistance and organisational silos evolve as analytics functions mature from reactive reporting to strategic influence. Practical steps are offered for reframing analytics as a process rather than a means of report production. The goal is to align with stakeholder incentives and demonstrate value through outcome-focused communication. The paper concludes that generative artificial intelligence will accelerate the automation of reporting, raising the bar for human analysts. To remain indispensable, practitioners must embrace roles as translators, storytellers and advisers who bring empathy, business literacy and contextual insight to data interpretation. Ultimately, the trusted data adviser is defined not by the volume of dashboards delivered but by the quality of decisions influenced. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.