Data Driven: How Performance Analytics Delivers Extraordinary Sales Results by Jenny Dearborn

Author:Jenny Dearborn [Dearborn, Jenny]
Language: eng
Format: mobi, pdf
ISBN: 9781119043362
Publisher: Wiley
Published: 2015-02-01T14:00:00+00:00

Familiarity vs. Technicalities

Now that you have all this technical detail to chew on, I want to make one final, important point. Our team of soon-to-be heroes is learning that analytics is only as valuable as the business knowledge it is based on. “The predictive power of big data, when applied to human behavior, is set to revolutionize how business operates,” says researcher and journalist Vikram Choudhury.2 “[But] vast resources of information are meaningless without intelligent interpretation.…”

Analytics itself is a commodity. You can “buy” the services of a data statistician anywhere these days. What you can't buy is someone who knows your business and can ask the right questions. You need one or more people on your team who understand the business and can interpret the data and results of the analysis as they apply to your business.

The best partner for a data scientist is someone who is both knowledgeable about the business and relentlessly curious about what makes it tick. This type of person knows how to ask the right questions and judge whether data (input or output) “feels right.” That's another good reason for building an internal analytics capability. Deep knowledge of your company, combined with data analytics prowess, is a winning combination.

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