With the release of my new book Actionable Profitability Analytics, I have had many conversations with thought leaders and professionals discussing the use of analytics to generate more profitable business behaviors. In each of these conversations a common question is asked; “What are actionable analytics?”. My first response is usually to read the first chapter of the book. But to simplify, I did this whiteboard Wednesday video to illustrate the different types of analytics, their purpose, information value, and intended action.
Analytics should not only tell a story, but provide users credible information to write the next chapter.