Analytics are not enough

We humans did it again.

We used a simple label for a process that describes a part and not the whole.


The word most use to describe the process of examining data and information to create value for the business.

Examining the data is only the middle part.  It should be preceded by defining a decision to make and followed by an action that is linked to advancing the goals of the organization.

Perhaps the imprecise label is why we so often spend so much time analyzing and less time deciding and creating value.