The Analytics Power Hour
#132: Reporting vs. Analysis
Jan 14, 2020
Tim, a forward-thinking data analyst, predicted the ongoing debate about including insights in reports way back in 2015. In an engaging discussion, he emphasizes the vital distinction between mere reporting and in-depth analysis, advocating for actionable insights. The conversation explores the evolution of data reporting practices, highlighting the need for clarity and stakeholder training. Tim also dives into the importance of balancing metrics, continuous campaign assessment, and managing stakeholder expectations while fostering a data-driven culture.
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Quick takeaways
- The distinction between reporting and analysis is vital, as reporting often presents raw data while analysis interprets and contextualizes that data meaningfully.
- Providing context is crucial for stakeholders to understand data, emphasizing the analyst's role in coaching them to appreciate the nuances behind the metrics.
Deep dives
Reporting Versus Analysis
The distinction between reporting and analysis is a crucial aspect of digital analytics. Reporting often involves presenting raw data in a concise format, which may lead stakeholders to perceive that they can glean insights simply by viewing numbers and charts. However, true analysis goes beyond mere number presentation to interpret and contextualize the data meaningfully. Analysts must actively engage with the data to uncover insights that can drive business decisions, rather than just regurgitating information.
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