Analytics can be a bit of a minefield. There is a lot we can explore and a lot we can learn, so much so that it can be easy to get caught up in the technical elements of analytics and overlook some of the most important elements. Let me explain.

I enjoy listening to Ted Talks whilst doing my early morning work outs, and whilst I always gain something from each one, sometimes it is the deeper messages that really hit home big. In one such talk given by Marianna Pascal titled “Why you should speak English like you’re playing a video game”, the deeper message was to focus on delivering the result the other party to the conversation requires. She used a personal example to illustrate this point; a story which I will paraphrase here, as I think the message is very strong.

When Marianna’s [in Malaysia] doctor suggested she take Omega supplements, she headed off to her local vendor. Gazing upon the shelf of Omega options, it was rather confusing, as some proclaimed higher levels of DHA, and others higher levels of EPA. So what’s the difference she wondered? She noticed the reg in store so sought out her advice. This woman had excellent English skills and embarked on a dissertation as to the composition and  benefits of each. Still confused, and no closer to making a decision as to which type of Omega to purchase, Marianna approached the checkout to ask the cashier for advice. With a rather nonchalant look on her face, the cashier responded in what could only be described as rather poor English skills, EPA for heart, DHA for brain; is heart good? Marianna replied yes. Is brain good? Ah, Marianna had her answer. It was brain function that she sought to improve. So DHA was what she wanted.

This simple story acts as a gentle reminder that when we get access to a lot of data, and when we have the skills and technology to analyse that data – make sure that even though our data and BI analytical skills are good, we may not be skilled at communicating what our customers [our business decision makers] need to know. They don’t want or need to know every bit of information made available from our BI tools – they just need to be able to answer a single question. Just like Marianna.

So, before you start digging in to ‘discover’ and analyse data, be very clear about the question your customer needs to answer, and think about how you can respond to that question in the simplest, clearest way possible. Don’t let your passion for analytics, and your desire to share everything you find, overrun the power of providing a focused answer to a very clear question. The question is the most important element of analytics.