Digital Intelligence An internet professional blog by Alex Sandrey

Can’t see the insight for all the data

Recently at work we’ve been given access to a load of data from one of or clients. And ‘a load of data’ is right!

This is obviously great as it allows us access to the inner mind of the client to see what they are looking at and how they are filtering and actioning on that data.

Well. That’s the theory. In practice we’ve been given access to what seems like read only reports that are predefined to a set of criteria that hasn’t been explained. The question on my lips is who would be able to explain it. I think that gets to the nub of the issue.

The short version is that we’ve simple been asked to ‘derive insight’ from the data. While I like a challenge as much as the next man and know I can pull out some good gems for further analysis and action it struck me that this is possibly a backwards and inefficient way to do anything with this potential gold mine of information.

That’s where my metaphor comes in! If you can imagine all the data as a big Forrest and the client has said “brings some good wood”. Off I go with my big old axe and bring back a load of logs. But I don’t know if what I’m bringing back is the right size or shape or event the right type of wood?!

If the client had asked “bring me some wood to make a rocking chair” now I’ve got something to aim for! There’s still questions to be asked “how big? Hard or soft. Wood etc…” but it’s a start.

That’s what I think this engagement is missing, the start. Just because we said we can work with analytics it shouldn’t be assumed we know how ‘your’ data is set up.

A professional solution should come with documentation around the aim/goals of the analytics solution. This documentation should not only cover the technical implementation of the given solution but should also contain the business requirements (KPR – key business requirements) that shaped the final solution.

Without this documentation anyone picking up from your previous agency/department/analyst will be fighting a very hard uphill battle with the final outcome all but already decided.

Well, that’s where I am this week! So to get me out of this situation, I guess I’ll have to don my battle armour and go get me some documentation!

Any tips on getting documentation out of long standing (some may say legacy) systems? All help gratefully received.