Those that know me will tell you that I have a talent for taking the complexities of data and analytics and making them easy to understand to others less familiar with my world - they learn why it is important to them. I have been called a 'hybrid', one of those odd people that can link the digital side of a consumer with the analog side.
Hybrids are 'in' (or should be).
In the agency world I work with brand planners to take their 'personas' and codify them so we can find contact points using personally identifiable information (PII). In the other direction I provide the brand planners and research teams with contacts points of people that exhibit a certain behavior, or fall into a specific segment so that they can talk to them - ask them why they do what they do or what motivates them.
Sometimes it is more about the story and less about how the book is printed that matters most.