Visualisation: The last mile of analytics

Abstract

The last step in the analytics process is the presentation of results, but the way in which the results are visualised has a major impact on their usefulness. In order for the analyses to have a positive impact, they must be presented at the right level of detail and be tailored to the intended audience. Executives should be spared the burden of too much detail; for them, overall performance is the most useful perspective. Analytics can produce a bounty of actionable information for marketing departments, but many in that area are just beginning to move up the learning curve in using the tools and technologies effectively to answer the relevant questions. Whatever department is consuming the results of analytics, the focus should be on how the analyses can support data-driven decisions.