I heard an interesting point about analytics.
Analytics and data are not the same thing. Data is objective, it can be gathered, it is factual. Analytics is the interpretation of the that data, the “analysis” of the facts. Simple, sure. But often confused these days.
Data is absolutely valuable. But expecting data to create and impart change, well that’s something it’s just capable of doing.
What moves people isn’t data. Facts don’t actually really push you to make decisions. It’s what we interpret from that data that sways our decisions. The story we either paint to others or tell ourselves. We support these stories with facts to strengthen what we believe to be true. And what we believe one moment may change the next because of these stories.