Why Analytics Projects Fail: #2 – Lack of Vision

Lack of vision often accompanies lack of focus when good analytics projects come up short or even fail.

The end product produced by the hard work being put into the analytics project has to be championed from top down. If the top dog is not talking about your project and pushing the merits of its implementation, they people will fight getting on board. Their focus will go astray.

Lack of vision is most often caused by a rush to implement a new analytics tool or a need to quickly upgrade reporting. A good analytics solution needs clearly thought out goals and buy in from all stakeholders.

Vision comes from being on the same page. A good project manager can control the vision message and repeat it like a broken record at every project message. An analyst gifted with good communication skills can keep sharing the vision to remind everyone of the benefits at the end of the project. It takes people dedicated to the project to keep it moving.

Vision can be handled like a marketing campaign. A catchy project name, an engaging tagline, a central theme accompanying communications and updates can all keep people focused on the end goal.

If your project is floundering because of lack of vision, then you need to channel your inner cheerleader. It often takes an analytics champion to produce the a positive outcome. And if you are reading this blog, that champion is probably you.

Nothing helps get a vision across better than good visuals… what does the end state look like for everyone involved. Find ways to motivate them with posters, with slogans, with dashboards, with free food. Just keep reminding them where we are going and how awesome it will be when we get there.


Lack of vision can also be an issue when an analytics projects are not well planned out. Maybe the scope was too narrow or too broad or perhaps the technology we are using is obsolete.

Vision is a glimpse of what the future may look like. If I can’t conceptualize why we are doing what we are doing for this project, then we can’t very well share the vision we are supposed to be seeing.


My final thought on dealing with lack of vision, is that no one will be better at fixing this then you. As a data person, you have to be bold in your use of data to push the vision and you have to be brave in taking the lead on sharing the vision as much as possible.

Analytics should be accessible across your organization.  If you are in a situation where your analytics efforts are being stymied by lack of vision, connect with me and I’ll help you get things straightened out.

Analytics Culture – The key to using analytics in a business is like a secret sauce that fuels Data-Driven Decison-Making. It is a unique combination of analytics talent, technology and technique that are brought together to enrich and empower an organization. A successful analytics culture is not easy to create, but DMAIPH can show you how. Contact DMAIPH now at analytics@dmaiph.com or connect with me directly so we can build a strategic plan to turn your company into analytics driven success story.


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