I have seen so many examples of this. A majority of companies throw money at analytics in the form of buying new technology, but don’t spend a fraction as much on the people who need to make the technology work.
A good analyst using Excel is much more powerful then a mediocre analyst using a cutting edge BI tool. Without the innate curiosity, knowledge of the business and ability to communicate discoveries that come with a good analyst, your analytics plans will fall short no matter what the sales reps from the analytics companies promise you.
Now we have the 2016 Presidential Election results to analyze. Most predictive models had Clinton winning. Most of the polls had Clinton winning.
So where did the analytics go wrong? Well, its definitely not the technology. And I don’t think it was the talent.
In the coming days, I am pretty sure we will find it was the technique.
It was not getting deep enough data.
It was looking at the data and seeing what you expected to see.
Curiosity was lost.
Finding new perspectives to make sure we have the right data next time.
Hillary Clinton’s campaign will be a case study in where good analytics where not good enough.
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