It’s easy to fall into a technology-first approach when thinking about analytics, but the most common causes of failed analytics projects are not the wrong tools or a lack of technical proficiency. In fact, many of these issues are business problems:
Data analytics is the analysis of raw data in an effort to extract useful insights which can lead to better decision making in your business. In a way, it's the process of joining the dots between different sets of apparently disparate data. Along with its cousin, Big Data, it's lately become very much of a buzzword, especially in the marketing world. While it promises great things, for the majority of small businesses it can often remain something mystical and misunderstood.
