Analytics through Client’s Eyes
In Analytics Consulting, its quite common to observe a gap in stakeholders’ expectations from the analytical end product and the actual delivery by the consulting team. This gap is evident during divergent discussions between them. I have been a part of various such meetings and witnessed a war of words on analytical explanations to business problems. Typically, at one end I spot a clamouring client looking for a simple and pragmatic recommendation while on the other side, a team singing its high end analytics work like a canary. These are the debates between real life business practitioners and a group of professionals who must differentiate “Analysis” from “Solution”.
Such circumstances arise primarily due to the deep rooted belief that Analytics is equivalent to performing complex and complicated statistical analysis. In this pursuit, the fundamental purpose to provide insight or a simple solution to a business situation takes a back seat. It is crucial for the analysts to clearly understand the objective of the project, data to be used for analysis and most importantly the domain of the study. The main interest of the sponsors of the project lies in comprehensible outcome but not in the level the statistical knowledge of the analysts. The learning for analysts is to sell what client wants to buy not what they want to sell.
Successful analytics consultants remain focused on project’s objective while deciding on required data and applicable statistical technique. They see the analysis through the sight of the domain and articulate the recommendations in the simplest manner to the clients. While discussing the recommendations with the stakeholders they strictly adhere to the Keep It Simple (KIS) approach…A popular tenet in Analytics Consulting.
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