Got analytics? Who will promote the industry?

Business people have everything. They’ve got data, and often it’s clean. They’ve got tools, and many are easy to use. They’ve got visualizations, many of which help. They’ve got domain knowledge, at least most do. What some front line observers find they lack is analytical thinking.

Given descriptive data, few business users that BI icon Claudia Imhoff sees ask even the simplest followup questions, like “why?” Is what the data shows good for the business or not? If not, what can be done?

Claudia, along with IBM marketing director Harriet Fryman, raised the question this summer at the Pacific Northwest BI Summit. This week I caught up with Claudia on the phone.

“The big elephant in the room is that they [business people] don’t know what analytics is,” she said.

What will it take to solve that? Education, of course. But by whom?, I asked. Some education takes place within some organizations, but the quality and reach varies. Isn’t a broad, industry-wide program necessary? Doesn’t the industry need the equivalent of a “Got milk?” campaign?

You may remember the ads. To a variety of problems, milk was always the answer. The “Got data?” campaign would promote analytical thinking.

“I like that idea!” she joked. But really, perhaps analytics itself could use a boost.

The big question is who can do it? As Claudia pointed out, we should count on no help from tool makers. The only answer they know is that you’re not trained on their interface.

“This isn’t a technical problem,” Claudia said, “It’s a business problem.”

Assuming her premise of analytical disinclination is valid — I can think of one BI anti-icon who would disagree — the ideal organization to lead such education and advocacy would have several characteristics: First, it would be well known already within the industry for training. Second, it would have relationships with vendors eager to support research. Third, it would have relationships with industry experts, both technical and business.

Will anyone step up?

2 Responses to Got analytics? Who will promote the industry?

Leave a reply

Other recent posts

Qlik finally set to leapfrog Tableau?

Who’s your rival? I carelessly asked a Qlik person at the company’s annual analyst reception Monday night in Miami if she hadn’t once worked for Tableau. Her revulsion was immediate. “No! Never!,” she said. We smiled. There was so much more to talk about. For one thing, how will private equity change things? Qlik wasn’t… Continue Reading

Five Tips for Better Data Stories

Originally published on September 22, 2015 in BI This Week, a TDWI publication. A “data story” sounds like such a great idea. You just mix data with storytelling and you’re done — except that most data storytellers get one thing wrong: they drown out the story with data. Such storytellers, I believe, assume that audiences… Continue Reading

Bohemian Grove a la BI

The Bohemian Grove of the BI industry convenes for the fifteenth time in just three weeks. Naturally, you ask the obvious question: Are you serious? The Grove? A summit? The answer begins with a fond recollection of the Grove. If you’ve never attended the Bohemian Grove yourself — I haven’t, though I live in the… Continue Reading

Favorite Star Trek, a data story

This story shows how elemental data stories really are. Humans come ready to tell and hear them, requiring no plug-ins at all. This young person can do a good job of it. There was a question, followed by data, then questions and answers, and and finally a conclusion. It’s all there. It’s elementary. Sure, this… Continue Reading