If there is one thing the universe agrees on, it is that you should just provide data… You should provide INSIGHTS!!! In the 807,150 (!) words I’ve written on this blog thus far, at least 400,000 have been dedicated to helping you find insights. In posts about advanced segmentation, in posts about how to build strategic dashboards that don’t suck, in encouraging you to reimagine how you pick metrics to obsess about using the magnificent Impact Matrix, and on and on and on. Go for insights! The Problem. In time, I’ve come to hate the word insights. In our world…
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We all consume a whole lot of reports every day – company data, public data, and so much more. Many are acceptable, some are very good and all the rest leave me extremely frustrated with both the ink and the think. People make so many obvious mistakes. Sometimes repeatedly. Just yesterday I was quietly seething because none of the visuals included in the report contained any context to understand if the performance I was looking at was good or bad. Rookie mistake. The graph could be going up, down, all around and I as a consumer had the job of…