How to Navigate the Business Side of Data Analytics:
15 Essential Questions to Consider

1. What is the main objective of your data analytics project?

The first question you should ask yourself when starting a data analytics project is what exactly you hope to achieve. What is the main objective of your project? Is it to improve operational efficiency, identify new business opportunities, or simply gain a better understanding of your customer base? Whatever your objective may be, it's crucial to have a clear goal in mind before diving into the project. Without a clear objective, it can be easy to lose focus and waste time and resources on irrelevant data. A well-defined objective not only helps you stay focused but also helps you measure the success of your project. So, take some time to think through your objective and ensure that it aligns with your overall business goals.

2. Who is the target audience for the data product?

Another crucial question to ask before starting your data analytics project is, who is the intended audience for your data product? Understanding the target audience for your data product is key to designing a product that meets their needs. Are you creating a dashboard for the executive team, frontline staff, or customers? Each group has different needs and requires different types of information presented in different ways. For instance, the executive team may require a high-level summary of the company's performance, while frontline staff may need more detailed information to help them do their jobs better. Likewise, customers may require a user-friendly interface that presents information in an engaging and easy-to-understand way. By understanding the intended audience for your dashboard, you can tailor the content, visualizations, and user experience to meet their specific needs, ultimately resulting in a more useful and effective product.

3. What data sources will you use to populate the data product?

Before starting your data analytics project, it's important to identify the data sources that will be used to populate your dashboard or any other data product. This includes both internal and external sources of data. Internal data sources may include data generated by your organization's own systems, such as transactional data, customer data, or operational data. External data sources may include publicly available data, such as demographic data, economic data, or social media data. Identifying these data sources upfront will help you plan your data collection and integration strategies, and ensure that you have access to the necessary data to create a robust and informative dashboard. It will also help you determine whether you need to acquire any additional data sources or partner with third-party data providers. So, take some time to consider the data sources that will be most relevant to your project and ensure that you have a solid plan in place for acquiring and integrating this data into your dashboard.

4. Are there any specific metrics or key performance indicators that need to be included in the dashboard? 

As you embark on your data analytics project, it's important to consider whether there are any specific metrics or key performance indicators (KPIs) that need to be included in your dashboard. Metrics are quantitative measurements used to track performance over time, while KPIs are a specific subset of metrics that are critical to achieving your business objectives. By identifying the key metrics and KPIs upfront, you can design your dashboard to emphasize them and ensure that they are front and center for your audience. For example, if you are creating a dashboard for a sales team, you might want to include metrics such as monthly sales revenue, conversion rates, and customer acquisition costs. By contrast, if you are creating a dashboard for a marketing team, you might focus on metrics such as website traffic, social media engagement, and lead generation. By designing your dashboard with your key metrics and KPIs in mind, you can ensure that your audience has quick and easy access to the information they need to make informed decisions and drive results.

5. What visualizations or charts would be most effective for displaying the data?

Selecting the most effective visualizations and charts to display your data is a crucial consideration when designing your dashboard. The right visualization can help make complex data more understandable and can allow your audience to quickly and easily identify trends and patterns. There are a wide variety of visualization options available, ranging from simple bar charts and line graphs to more complex options like heatmaps and scatterplots. When selecting visualizations for your dashboard, consider the type of data you are presenting, as well as the audience that will be using the dashboard. For example, if you are presenting time series data, a line chart may be the best option. If you are showing data with multiple categories, a bar chart or stacked chart may be more appropriate. It's also important to keep in mind that different audiences may respond differently to different types of visualizations, so it's important to test your dashboard with your target audience to ensure that it is effectively communicating the information you want to convey.

6. Are there any specific filters or drilldown options that need to be included?

In addition to selecting the right visualizations and charts, it's also important to consider the types of interactions that your audience may need with the dashboard. Providing filters or drilldown options can help users find insights more easily and quickly. For example, a filter that allows users to select a specific date range or region can help them zoom in on specific data points. A drilldown option that allows users to click on a specific data point to see more detailed information can also be helpful. However, it's important to be strategic about the filters and drilldown options you include, as too many options can overwhelm users and make the dashboard more difficult to use. When selecting filters and drilldown options, consider the key questions that your audience is likely to ask when exploring the data, and aim to provide options that will help them find answers more easily.

7. How often will the dashboard be refreshed with new data?

Once your dashboard is up and running, it's important to ensure that the data is refreshed on a regular basis. This will help ensure that your dashboard is providing up-to-date and accurate information to your audience. The frequency at which you refresh your data will depend on a variety of factors, such as how frequently the source data is updated and how quickly changes in the data impact decision-making. For some organizations, refreshing the dashboard on a daily or weekly basis may be sufficient, while others may require real-time data updates. Whatever the case may be, it's important to establish a clear refresh schedule upfront and to communicate this schedule with your audience to ensure that they are aware of when the data was last updated.

8. Will the dashboard be shared with other users or stakeholders?

Determining who will have access to your dashboard is a key consideration when designing a data analytics project. Will the dashboard be shared with executives, department heads, or other employees? Understanding your audience will help you tailor the design of the dashboard to their needs and ensure that the information presented is relevant and useful to them. For example, if the dashboard is intended for use by upper management, it may need to provide high-level summaries and visualizations of key performance indicators. On the other hand, if the dashboard is intended for use by individual departments, it may need to provide more granular data and allow for filtering and drilldown options. By identifying the target audience and designing the dashboard with their needs in mind, you can ensure that the dashboard is effective in driving informed decision-making.

9. How will the dashboard be accessed (e.g. desktop, mobile, web)?

Understanding how users will access the dashboard is crucial in designing an optimal user experience. Whether it's desktop, mobile, or web-based, the platform you choose can have a significant impact on how users interact with the dashboard. For example, if the dashboard is intended to be accessed on a mobile device, it's important to design it with a responsive layout and mobile-friendly features such as touch-friendly navigation and simplified data visualizations. On the other hand, if the dashboard is primarily intended for desktop use, more complex and detailed visualizations can be incorporated. By considering the platform upfront, you can design a dashboard that is tailored to the needs and preferences of your users.

10. Are there any security or privacy concerns that need to be addressed?

In any data analytics project, security and privacy are critical considerations that should not be overlooked. Whether you're dealing with sensitive customer information, financial data, or proprietary business information, it's essential to ensure that the data is kept secure and private. As such, you should identify potential security and privacy concerns upfront and take steps to address them. For example, you may need to implement access controls to restrict who can view or modify the data, encrypt data transmissions to prevent unauthorized access, or comply with specific regulatory requirements related to data privacy. By addressing these concerns proactively, you can ensure that your data analytics project remains secure and compliant.

11. What level of customization or branding is required for the dashboard?

When designing a dashboard, it's important to consider the level of customization or branding required. This will help ensure that the dashboard is consistent with the organization's visual identity and provides a seamless user experience. For example, if the organization has strict branding guidelines, the dashboard may need to incorporate specific colors, fonts, and logos. Additionally, if the dashboard is being created for a specific department or team within the organization, it may need to be customized to meet their unique needs and preferences. By considering these factors, you can design a dashboard that not only provides valuable insights but also reflects the organization's brand and culture.

12. Are there any specific performance or scalability requirements for the dashboard?

When starting a data analytics project, it's important to consider any specific performance or scalability requirements for the dashboard. This includes questions like: how many users will be accessing the dashboard simultaneously? How much data will be processed and visualized? What's the expected response time for the dashboard? Understanding these requirements upfront will help you design a dashboard that can handle the expected load and ensure optimal performance. You may need to consider using specialized tools or technologies to achieve the desired performance and scalability levels.

13. How will the dashboard be maintained and updated over time?

When building a dashboard, it's important to consider how it will be maintained and updated over time. This includes identifying who will be responsible for maintaining the dashboard, how often it will be updated, and what processes will be put in place to ensure that data is accurate and up-to-date. For example, you may need to schedule regular data updates or assign someone to monitor data quality and make any necessary updates. Additionally, you should consider what tools or resources will be needed to maintain the dashboard, such as data integration software or data visualization tools. By planning ahead for maintenance and updates, you can ensure that the dashboard continues to provide value to its users over time.

14. Will the dashboard be integrated with any other systems or platforms?

Integrating the dashboard with other systems or platforms can provide a more comprehensive view of the data. For instance, if the dashboard is integrated with a customer relationship management (CRM) system, it can provide insights into customer behavior and preferences. Similarly, integrating the dashboard with a data warehouse can provide access to historical data, allowing for trend analysis and predictive modeling. Understanding which systems or platforms the dashboard will be integrated with can help you design it to work seamlessly with those systems and provide a more holistic view of the data. It's important to plan for these integrations upfront to ensure that they are implemented smoothly and efficiently.

15. How will user interactions with the dashboard be tracked or recorded?

Tracking user interactions with the dashboard can provide valuable insights into how users are interacting with the data and the dashboard's design. By recording user interactions, you can see which features or visualizations are most commonly used, where users are spending the most time, and where they might be experiencing difficulties. This information can help you improve the dashboard's design and functionality over time, making it more user-friendly and effective. Additionally, tracking user interactions can help you identify any technical issues or bugs that may be affecting the dashboard's performance.