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Secrets of Analytical Leaders by Wayne Eckerson

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CHAPTER 12

HOW DO YOU DELIVER INSIGHTS THAT MATTER?

Many experts believe the holy grail of analytics is to deliver “actionable insights.” Ken Rudin disagrees. He argues that the goal of analytics is to improve the business. In other words, it's not the insights that count; it's the impact. He claims that insights without impact are useless.

Similarly, Rudin argues that analysts shouldn't focus on getting the right answers, they should focus on asking the right questions. Many questions that analysts ask simply aren't worth exploring because the answers aren't actionable. In other words, brilliant insights that the business can't use and act on are a waste of time. Rather, analysts need to ask questions whose answers drive key metrics of performance. ...

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