Many companies are spending large amounts of money on capturing extra data, but in reality they should decide what they really want to know and then ask analysts how those questions can be answered.
Working with data can be very interesting and exciting. There are problems to be solved and you are usually looking for answers to some questions. Analysts begin with quite numerous ways of how report the data. The next step is setting specific metrics that function as a constraint on what route to data reporting to pick.
