Analytics is the means to end, not the end.
- Question is more important than answers. Accurately defining the problem is half the game won.
- The analysis has to tell a story people understand and is relative to the problem.
- Follow the “KISS” Principle: Keep it simple, stupid. The end users must see, understand and follow it.
- Don’t expect automated tools to provide an optimal solution. There is no substitute for an experienced data analyst.
- Correlation does not imply causation. Right order of navigation: “Why” precedes “What” precedes “How.”
- Fighting for clean and the right data never ends, and understand your data quality and accuracy.
- Your model should be as simple as possible, but no simpler.
- The continuous learning and improvement is available for all involved in the process from the data collectors to the analysts to the decision makers.
- “Not everything that can be counted counts and not everything that counts can be counted.” – Albert Einstein
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