Thinking Like An: Foundational Skills For Aspiring Data Professionals

THINKING LIKE AN
FOUNDATIONAL SKILLS FOR ASPIRING DATA PROFESSIONALS
*Copyright Maven Analytics, LLC

COURSE OUTLINE
1 Why Analytics? Industry insights, typical roles, critical skills, and tips to help you find your path
2 Data Analysis Workflow Step-by-step guide to help you consistently deliver insightful, high-quality work
3 Measurement Planning Framework for defining success and identifying, tracking and optimizing KPIs
4 Data Prep & Analysis Tips for preparing and analyzing data; QA, profiling, ETL, and data-driven insights
5 Visualization & Dashboards Best practices for highly effective data visualization and dashboard design
6 The Analyst Toolkit Analytics tools and common stacks used by BI Analysts, Data Scientists & DBAs
7 Tips for Success Rules to live by and helpful resources curated by the Maven team

MEET YOUR INSTRUCTORS
Chris is an analytics expert and best-selling instructor with 10+

years specializing in business intelligence.
Since founding Maven Analytics in 2018, his courses have been

featured by Microsoft, Entrepreneur.com and the New York
Times, reaching more than 500,000 students worldwide.
✔ Certified Excel & Power BI Expert

✔ Founder & Lead Instructor

John brings over a decade of business intelligence experience

to the Maven team, having worked with companies ranging
from Fortune 500 to early stage startups.
As a MySQL expert, he has played leadership roles across

analytics, marketing, SaaS and product teams.
✔ 10+ Years in Applied Analytics

✔ Lead MySQL Instructor

Aaron is a professional analytics consultant and Microsoft

Power BI expert, with 10+ years in BI and marketing analytics.
He’s an instructor, coach and mentor for aspiring analysts, and

has deep experience helping companies develop and implement
full-stack business intelligence solutions.
✔ Microsoft Certified Data Analyst

✔ Lead Power BI Instructor

Enrique is a certified Microsoft Excel Expert and top-rated

instructor with a background in data analysis, visualization
and dashboard design.
He has produced advanced Excel and test prep courses, along

with adaptations for Spanish-speaking learners.
✔ Certified Excel Expert

✔ Excel & Data Viz Instructor

SETTING EXPECTATIONS
This is a high-level intro to core analytics skills & techniques

• We’ll share helpful frameworks and explore key stages of the workflow (measurement planning, data prep,
exploratory analysis, visualization, etc.) but won’t dive deep into specialized or advanced topics
This is NOT a technical guide or tool-specific course

• We’ll introduce several interactive exercises and case studies, but you won’t need to use any tools or
complete any technical assignments like the ones found in our Excel, SQL, Power BI & Tableau courses
Our goal is to help you think like a world-class analyst

• This course includes powerful frameworks, best practices, and resources curated by a team of seasoned
analysts and award-winning business intelligence instructors (trust us, it works!)

WHY ANALYTICS?
THE WORLD
Data is everywhere, but without analytics it’s just numbers and noise; the analysts’ role is to
translate raw information into insights and outcomes
Reasons to work in Data Analytics:

✔ High average salary and job satisfaction
✔ Strong and growing demand for talent
✔ Highly versatile and transferrable skills
✔ Wide range of roles and specialties
✔ Unique blend of creative + analytical thinking
✔ Opportunity to make a real impact, at any level

DATA ANALYST JOB INSIGHTS
Data is playing an increasingly central and critical role in the business world; as companies
seek to make better data-driven decisions, demand for analytics talent is on the rise
Avg. Analyst Salary

Based on data from indeed.com
US Job Openings
Based on data from LinkedIn (June 2021)
Avg. Job Satisfaction

Based on data from payscale.com

FLAVORS OF ANALYTICS
BUSINESS
INTELLIGENCE THIS IS
DATA ADVANCED
ENGINEERING ANALYTICS
Many types of roles fall under the larger
DATA analytics umbrella, but they are all about
SCIENCE
using data to make smart decisions.
PROGRAMMING/ MATH/ The differences come down to the types of

CODING STATISTICS
MACHINE
LEARNING
problems you are trying to solve, and the
types of tools you are using to solve them.
SOURCE: Learn.co *Copyright Maven Analytics, LLC

BI + DATA SCIENCE
VS
• Typically focused on Descriptive Analytics: What happened, • Typically focused on Predictive & Prescriptive Analytics:
why did it happen, how can we learn from it? What will happen in the future, how can we prepare for it?
• Often deals with specific, known questions: Why are sales • Often deals with unknowns: Which employees are likely to churn?
declining? Which products drive the highest ROI? Which product will a customer purchase next?
• Emphasis on self-service database, analytics & • Emphasis on statistics & programming tools designed for
visualization tools (Excel, SQL, Power BI, Tableau, etc.) flexibility and agility (R, Python, open-source libraries, etc.)
• Designed to deal with static, structured data sources • Can be used to deal with high-velocity, structured or
(tabular datasets & pre-planned relational models) unstructured data (text, audio, images, IoT signals, etc.)
• GOAL: identify patterns & trends to turn data into insight • GOAL: test hypotheses through experimentation & iteration
• Deliverables tend to be visuals, reports & dashboards • Deliverables tend to be algorithms & statistical models

FINDING YOUR PATH
A Business Intelligence or Data Analyst A Data Engineer or Database Admin (DBA)

role may be a good fit if you: role may be a good fit if you:
• Love analyzing data for insights and • Enjoy building data infrastructure and
convincing stakeholders to act engineering database systems
• Enjoy solving a wide variety of business • Prefer concrete technical tasks over open-
cases and open-ended tasks ended business cases
• Want to build a deep skillset, from data • Would rather build and design databases
engineering to analysis and visualization than perform visual or exploratory analysis
A Data Visualization Specialist role may be A Data Science or Machine Learning role
a good fit if you: may be a good fit if you:
• Love designing visuals to tell stories and • Love to program and write code
bring data to life
• Enjoy math and statistics
• Want to flex both your creative and
critical thinking skills • Can distill complex topics and communicate
them clearly
• Prefer working with prepared data and
under specific project guidelines • Prefer one-off projects over dashboard
design or performance reporting

THE ANALYTICS TRIFECTA
When we think about what separates a good

analyst from a great one, the following three
attributes come to mind:
1. Strategic thinking
2. Technical proficiency
3. Communication skills
We call this the “Analytics Trifecta”, because

it represents the three core skills which can
help you produce exceptional results at every
stage of the workflow.

STRATEGIC
The ability to think strategically is critical,
THINKING especially during the early stages of the
analytics workflow.
Strategic thinking is about understanding

business goals or pain points, identifying key
factors for success or failure, and designing
clear, tactical analyses and measurement plans
to drive desired outcomes.
PRO TIP: Nothing beats real-world experience,

but reading business case studies can be a great way
to develop your strategic thinking skills!

Simply put, technical proficiency is the ability

to execute, whether that’s writing code,
building ETL pipelines, or designing data
visualizations or dashboards.
Strong, well-rounded technical skills allow you

to contribute to a broader range of analytics
projects, work efficiently, and clearly
TECHNICAL showcase (and show off!) your skills.
PROFICIENCY
PRO TIP: Most people focus too much on building

technical skills and too little on strategic thinking or
communication; find a balance!

Analysts essentially act as the translators

between raw data and end users, so your
ability to communicate clearly is essential to
your success.
This includes all forms of outbound

communication (written, visual, verbal, non-
verbal) as well as the ability to listen and
COMMUNICATION interpret feedback effectively.
SKILLS
PRO TIP: People respond to stories, not data

points; always aim to create a clear narrative to
engage users and drive towards the key insights

KEY TAKEAWAYS
Demand for analytics talent is strong, and on the rise

• Data is playing an increasingly critical role in business, and analysts are the ones who give it meaning
Data Analytics skills are powerful and versatile

• Analysis and visualization skills can immediately add value to virtually any company working with data
All analytics roles are ultimately about making smart, data-driven decisions
• There are many specialties or “flavors” of analytics, but they share many of the same core skills
Strategic, technical, and communication skills are equally important

• Aim to build a “trifecta” of skills: strategic thinking, technical proficiency, and clear communication

DATA ANALYSIS WORKFLOW
WITHOUT A PROCESS,
This workflow will help you set clear expectations, define and measure key outcomes,
improve accuracy and efficiency, and consistently deliver insightful, high-quality work
Understand the Build a Collect & prepare Understand Analyze & visualize Develop data- Measure, test
business case measurement plan the data the data the data driven insights & optimize
While there’s no “right” or “wrong” workflow, all analytics projects should incorporate some combination of these steps

UNDERSTAND THE BUSINESS CASE
Understand the business case Before you start thinking like an analyst, think like a
business owner.
Understand which specific outcomes you are trying to

Build a measurement plan impact, who the key stakeholders are and what motivates
them, and how your analysis fits into the bigger picture.
Collect & prepare the data This will help you align on requirements, project scope, and
desired outcomes from day one.
Understand the data
Analyze & visualize the data

KEY QUESTIONS:
Develop data-driven insights • Which goals or business outcomes am I trying to impact?
• Who are the key stakeholders, and how will this help them?
• How does my work fit into the overall business strategy?
Measure, test & optimize
BUILD A MEASUREMENT PLAN
Understand the business case Think of a measurement plan like a roadmap for success.
Measurement planning is about defining what a successful

outcome looks like for the business, determining which
Build a measurement plan
KPIs align with that outcome, and identifying the data you
need to capture, track and optimize those metrics.
Collect & prepare the data If your goal is to deliver data-driven insights and
outcomes, don’t skip this step!
Understand the data

KEY QUESTIONS:
Develop data-driven insights • What exactly does success look like for this analysis?
• Which specific metrics will help me quantify success?
• What data will I need to capture and track my KPIs?
COLLECT & PREPARE THE DATA
Understand the business case An analysis is only as strong as the data supporting it.
Data prep tends to be one of the most challenging and

time-consuming stages in the workflow, often involving a
mix of quality assurance (QA), data profiling, feature
engineering, and ETL automation (more on that later!).
Collect & prepare the data This creates a strong foundation for your analysis, and
ensures that you’re working with clean, high-quality data.
Understand the data

KEY QUESTIONS:
Develop data-driven insights • Where is my data stored, and how can I access it?
• Are there quality issues that need to be fixed?
• Will I need to model or transform the data before analysis?
UNDERSTAND THE DATA
Understand the business case It may sound obvious, but it’s important to understand
your data before you begin your analysis.
You should have a crystal-clear understanding of the scope,

granularity and composition of your source data, especially
if your analysis requires some level of industry knowledge
or domain expertise.
Collect & prepare the data
This will help you work efficiently and ensure that you have
the exact data you need to support your analysis.
Understand the data

KEY QUESTIONS:
Develop data-driven insights • What exactly does each record represent?
• Which fields are most relevant to my analysis?
• Are there important nuances or industry-specific metrics?
ANALYZE & VISUALIZE THE DATA
Understand the business case Data visualization is about bringing your data to life.
Humans are poorly equipped to interpret and understand

raw data; visualization is about creating clear patterns and
visual cues to help us make sense of complex information.
This allows you to give your data a voice and create

Collect & prepare the data powerful, data-driven narratives.
Understand the data

KEY QUESTIONS:
Develop data-driven insights • What type of data am I trying to analyze or visualize?
• What type of trend or pattern am I communicating?
• Who is the end user consuming this information?
DEVELOP DATA-DRIVEN INSIGHTS
Understand the business case Remember that you don’t get paid to analyze data; you get
paid to deliver insights & outcomes for the business.
A strong insight not only tells a clear, data-driven story, but

provides actionable recommendations designed to drive
the key outcomes in your measurement plan.
Collect & prepare the data This is one of the most important steps in the workflow, but
one that many analysts fail to prioritize.
Understand the data

KEY QUESTIONS:
Develop data-driven insights • What key takeaways are we able to derive from the data?
• How can we use these insights to impact real outcomes?
• How can I convince stakeholders to take action?
MEASURE, TEST & OPTIMIZE
Understand the business case You’ve completed your analysis, shared some strong data-
driven insights, and delivered a set of actionable
recommendations aligned with your measurement plan.
Great! Now what?
Once recommendations have been implemented, it’s time

Collect & prepare the data to take credit. Track pre/post changes to your KPIs,
quantify the impact of your work (in dollars, if possible), and
seek opportunities to continue to test and optimize.
Understand the data

KEY QUESTIONS:
Develop data-driven insights • Did my recommendations produce the desired outcomes?
• What value did this analysis generate for the business?
• Can this analysis help inform future tests or optimizations?
MEASUREMENT PLANNING
IF YOU CAN’T MEASURE IT,

Measurement planning is about defining exactly what a successful outcome looks like for the
business, and building a framework to identify, track and optimize key metrics

CASE STUDY: MEASUREMENT PLANNING
THE You’ve just landed a job as the first Business Intelligence Analyst working in the
SITUATION call center for Maven Muscles, a nationwide gym that helps people get in
shape. The call center handles new signups and customer service.
Your first assignment is to build a detailed measurement plan for the VP who
THE runs the call center. She reports to the COO and indirectly to the CEO, and
ASSIGNMENT oversees 5 Managers who each lead a team of call center reps.
1. Consider the goals of the business and needs of your stakeholders

THE
OBJECTIVES 2. Identify and prioritize Key Performance Indicators and supporting metrics
3. Make your plan to gather the data and address any gaps

MEASUREMENT ROADMAP
One of the most common pitfalls for Analysts is jumping into the data too quickly; before you start
thinking like an analyst, think like a business owner first!
Key questions to ask:

• What are the key business goals and objectives?
• Where does this analysis fit into the overall business? PRO TIP: Remember that you
don’t get paid to analyze data; you
• What are the most important questions that stakeholders need answers to? get paid to drive outcomes!
• What types of actions do you want them to take after seeing your analysis?

STEP 1: THINK BUSINESS FIRST
1 What are the high-level goals of the Maven Muscles business?
2 How does the call center support those business goals?
3 What are the most important goals for the call center?
4 What questions should you try to answer for call center leadership?
5 What actions can you imagine leadership taking based on your data?

STEP 1: THINK BUSINESS FIRST
1 What are the high-level goals of the Maven Muscles business?

• Revenue, profit, high customer retention, customer satisfaction
2 How does the call center support those business goals?

• Help customers sign up, reduce customer churn, identify and resolve issues quickly
3 What are the most important goals for the call center?
• Sign up new customers, keep existing customers subscribed and happy
4 What questions should you try to answer for call center leadership?
• Signups going up/down? Answering calls quickly? Are we staffed right? Are customers satisfied or churning?
5 What actions can you imagine leadership taking based on your data?
• Changing schedules to match call demand. Incentivizing employees based on performance. Identifying problems.

MEASUREMENT ROADMAP
After thinking about the business impact, focus on the key stakeholders next; who are they, what do they
need, and how will your analysis support them?

• Who is the primary audience you are designing the measurement plan for?
PRO TIP: It’s OK to ask! Do some
• What are their goals and incentives? What do they care most about? thinking on your own, then run your
• Are there multiple stakeholders who will be impacted by your analysis? ideas by stakeholders to make sure
you’re on the right track
• What type of information would inspire them to take action?

STEP 2: KNOW YOUR AUDIENCE
1 What is your primary stakeholder most interested in? What are her goals?
2 What information should you provide to help her do her job well?
3 What are the COO and CEO most interested in?
4 What are the call center Managers most interested in?
5 What information do Managers need to make their teams more effective?

STEP 2: KNOW YOUR AUDIENCE
1 What is your primary stakeholder most interested in? What are her goals?
• Signups, Close Rates, Customer Retention, Customer Satisfaction, Call Center Efficiency, etc.
2 What information should you provide to help her do her job well?
• Help her monitor the metrics above (trends), highlight areas where she can make impactful changes
3 What are the COO and CEO most interested in?

• Revenue, Profit, High Customer Retention, Customer Satisfaction
4 What are the call center Managers most interested in?

• Hitting their signup and customer satisfaction goals, improving their team
5 What information do Managers need to make their teams more effective?

• Help them see individual-level performance and highlight any opportunities for improvement

MEASUREMENT ROADMAP
Once you understand the business impact and stakeholder needs, you’re ready to start identifying Key
Performance Indicators (KPIs) and supporting metrics

• Which business goals have you already identified?
• For each goal, which metrics can be used to accurately measure it?
PRO TIP: Feeling analysis paralysis?
• Which of those are most important for your stakeholders? Brainstorm a list of metrics, then prioritize
• Thinking one level deeper, what other supporting metrics might help you and focus on the top few items
optimize or make decisions to improve your KPIs?

STEP 3: DEFINE THE KPIS
Primary Business Goal: KPI Definition(s): Component Metrics:
Signups
Close Rate
Customer Retention
Customer Satisfaction
Call Center Efficiency

STEP 3: DEFINE THE KPIS
Primary Business Goal: KPI Definition(s): Component Metrics:
Signups • Count of New Customer Signups • New Customer Count (or list)
Close Rate • % of Calls Resulting in a Sale • Count of Calls, Count of Sales
• Avg. Months Enrolled per Signup • Signup List, Months Retained

Customer Retention
• % of Customers who Churn • Customer List, Count of Churners
• % of Customers Rating 5 Stars • Survey Responses / Ratings

Customer Satisfaction
• % Callers Reporting 1st Call Resolution • Survey Responses
• % of Time Utilized • Available Rep Time, Time on Calls

Call Center Efficiency
• Average Wait Time (Seconds) • Time of Calls, Time of Answers

MEASUREMENT ROADMAP
After identifying your KPIs and supporting metrics, it’s time to think about what data you need, where
to source it, and how to prepare it for analysis

• Which sources provide the data you need to track each metric?
PRO TIP: As part of your measurement
• Who owns or manages each data source?
plan, create a shared document to clearly
• How frequently is each data source refreshed? define all data requirements (metrics,
sources, owners, frequency, caveats, etc.)
• Can you automate or streamline the data collection process?

STEP 4: IDENTIFY DATA SOURCES
Metric: Potential Data Sources:
New Customer Count (or list)
Count of Calls, Count of Sales
Signup List, Months Retained
Customer List, Count of Churners
Survey Responses / Ratings
Survey Responses
Available Rep Time, Time on Calls
Time of Calls, Time of Answers

STEP 4: IDENTIFY DATA SOURCES
Metric: Potential Data Sources: Owner: Frequency:
New Customer Count (or list) Billing Platform, CRM IT Hourly
Count of Calls, Count of Sales Call Center Software, Customer List Call Center Hourly
Signup List, Months Retained Billing Platform, CRM IT Monthly
Customer List, Count of Churners Billing Platform, CRM IT Monthly
Survey Responses / Ratings Survey Tools, External Reviews Research Weekly
Survey Responses Survey Tools Research Weekly
Available Rep Time, Time on Calls Call Center Tools, HR Software Call Center Daily
Time of Calls, Time of Answers Call Center Tools Call Center Daily

KEY TAKEAWAYS
Before you think like an analyst, think like a business owner

• Focus on the specific business outcomes you want to impact, and the role your analysis will play
Understand who the stakeholders are, and what motivates them

• Think about how your analysis will impact key decision makers, and what will inspire them to act
Define clear, measurable KPIs tied directly to key outcomes

• Take time to identify the most important metrics to help you track and optimize performance
Document your data requirements to stay organized

• Create a shared document to outline your KPIs, supporting metrics, data sources, and requirements

DATA PREP
GARBAGE IN,
Data prep is about creating clean, quality data for analysis, and typically involves a
combination of quality assurance (QA), basic profiling, and data engineering
Identifying and correcting Understanding key Extracting, transforming,

underlying data issues statistical properties of and loading the data for
which could skew the your data using common storage or further analysis
results of your analysis profiling metrics (ETL)
DATA PREP
CASE STUDY: QUALITY ASSURANCE
THE You’ve been hired as a Data Analyst for Maven Talent Hub, a company that sends
SITUATION email newsletters to subscribers looking for job insights and opportunities.
You are interested in analyzing customer-level data to help the company improve
THE audience targeting and segmentation, but the data is a mess.
ASSIGNMENT Your task is to QA the raw customer records to identify any data quality issues
that could potentially skew your analysis.
1. Review a sample of user records exported from the company’s CRM platform
THE
OBJECTIVES 2. Identify any potential data quality concerns
3. Suggest a potential solution for each issue you encounter

QUALITY ASSURANCE (QA)

ISSUE: Incorrect data types (text

formatted as values)
SOLUTION:
• Format or re-encode fields to ensure
accurate and consistent data types
(numeric, string, date, etc.)
PRO TIP: Fields containing

dates, zip codes or phone
numbers often cause problems!

ISSUE: Duplicate records
SOLUTION:
• Delete redundant records to avoid
inflation or bias, unless duplicates serve a
specific, valid purpose (i.e. up-sampling)

ISSUE: Inconsistent categorical

values (state name vs. abbreviation)
SOLUTION:
• Determine a standard and find & replace

inconsistent values
• Preserve the original data and add a new,

standardized version for analysis
PRO TIP: Use distinct count to

identify inconsistencies (great for
catching leading or trailing spaces!)

ISSUE: Empty values
SOLUTION:
• KEEP if you are certain that the empty

values are accurate and meaningful
• IMPUTE (substitute) if you can accurately

populate or estimate the data
• REMOVE if you have a large volume of

data and can’t impute the empty values
PRO TIP: Never replace empty or

NULL values with 0 unless you
know it won’t skew the data

ISSUE: Outlier value
SOLUTION:
• KEEP the outlier if it’s valid and you want

to capture its impact on the data
• IMPUTE (substitute) outliers with caps or

replacement values
• REMOVE the outlier if it’s an impossible

value or significantly skews the analysis
• TRANSFORM values to reduce the

effect of the outlier
In this case we see an average household income of $2,400,000 when

we include the outlier. Does that feel accurate to you?

DATA PROFILING METRICS
Count = 24 Range = $1.00 - $3.99

(Total # of Product SKUs) (Max & Min Retail Price)
Distinct Count = 8 Mean = $2.16

(# of Unique Categories) (Average Retail Price)
Conditional Count Median = $2.12

(# Records by Category) (“Middle” Retail Price)
Snacks & Candy = 3

Frozen Foods = 3 Mode = $1.25
Beverages = 3 (Most Frequently Observed Price)
Fruits & Vegetables = 3
Breakfast & Cereal = 3
Canned Goods = 3 Percentile = 91%
Miscellaneous = 3 (% of Records where Margin <$1.26)
Dairy & Cheese = 3

DATA PROFILING VISUALS
Histogram Box Plot Scatter Plot

Shows the frequency distribution of a Shows the minimum, maximum, median, Shows the relationship between
data set, and can be used to identify mean, and 25th/75th quartile values, and two numerical variables, and can be
outliers or compare profiling metrics can be used to plot outliers or compare used to identify correlation or
like variance or skew distributions across categories impute missing values

DATA ENGINEERING & ETL
ETL is a term used to describe the process of extracting, transforming and loading raw data
for centralized storage or analysis
Common ETL transformations:
✔ Feature engineering
✔ Filtering
✔ Cleaning
✔ Merging, appending & joining
✔ Transposing
✔ Grouping & aggregating
✔ Normalizing
Raw Source Data Transformation Storage & Analysis
Data is extracted from raw sources Repeatable steps are applied to clean, Processed data is loaded to a central
like databases, csv/text files, web transform, combine and enhance the database or data warehouse, or
sources, folders, etc. raw data directly into a BI tool for analysis

ETL EXAMPLE
Load the data into a BI tool for

Extract/query the source data: Clean & transform the data:
visualization and analysis
• Transactions from SQL database • QA the data, remove blanks and
standardize categorical fields
• Product details from a CSV file
• Aggregate transactions to daily-level
• Customer demographics from CRM platform
• Filter records older than 13 months
PRO TIP: Many full-stack BI
• Join Transactions table with Product
platforms include powerful
and Customer tables
native ETL tools, like Power
• Add calculated columns to label high- Query and Tableau Prep
value customers and large orders

DATA ANALYSIS
Data analysis is about identifying insights to help you make smarter data-driven decisions,
and can generally be categorized as either exploratory or explanatory
EXPLORATORY (EDA) EXPLANATORY
• Goal is to explore and profile the data to • Goal is to tell a specific story or explain
see what insights emerge what happened and why
• Unbiased, open-minded analysis • Purpose-driven, root-cause analysis

(no specific objective or assumptions) (answers a specific question)
• Helps you understand the data and • Identifies key business drivers and
identify interesting patterns and trends delivers insights & recommendations
PRO TIP: Hold the code! Simple tools like Excel PivotTables and charts can be incredibly effective for exploratory data analysis!

DATA ANALYSIS
EXPLORATORY (EDA) EXPLANATORY
“How does performance compare across different “Why did Conversion Rate drop by 25% month-over-
segments or categories?” month?”
“Are there any interesting correlations or relationships “Which products have seen the largest increases in
between variables?” gross revenue this year?”
“How is the data distributed, and are there any “Which customer segments deliver the most lifetime
outliers or missing values?” value (LTV)?”
“How are key metrics changing over time? Are there “Based on geographical trends, where should we
predictable seasonal trends?” open our next store location?”

DATA-DRIVEN INSIGHTS
TURN INFORMATION INTO

A strong, data-driven insight should communicate what happened, why it happened, and
how you recommend taking action (this one is key!)
Tips for writing effective insights:
HAPPENED?
✔ Tell a clear and logical story
✔ Support your findings with hard data and facts
✔ Provide meaningful context behind key data points

DID IT HAPPEN?
✔ Include actionable recommendations and next steps
✔ Remember that it’s all about driving business outcomes
DO WE REACT?

HAPPENED? DID IT HAPPEN? DO WE REACT?

“
“ This week we sold 80 pairs of socks
✔ Explains what happened (sort of)
• Doesn’t provide any meaningful context

• Doesn’t explain what drove the sales
• Offers no recommendation or plan of action


“
(+14%), while spend increased 25%
✔ Explains what happened
✔ Provides context in terms of weekly change
and comparison against spend
• Doesn’t explain what drove the sales or the
spend increase


“
• New ads drove the incremental sales, at
$7/sale (vs. $4 benchmark)
✔ Provides context in terms of weekly change and
comparison against spend
✔ Explains that new ads drove the incremental
sales, but at a high cost vs. benchmark


“
• New ads drove the incremental sales, at
$7/sale (vs. $4 benchmark)
✔ Provides context in terms of weekly change and
• Recommendation: Pause new ads and
allocate budget to more efficient channels comparison against spend
✔ Explains that new ads drove the incremental
sales, but at a high cost vs. benchmarks
✔ Offers a clear, actionable, data-driven
recommendation

KEY TAKEAWAYS
QA comes first. Every. Single. Time.

• Underlying data issues can significantly skew the results of your analysis, so take QA seriously!
Before you analyze your data, understand it first

• Use profiling metrics and tools like box plots or histograms to explore statistical properties of the data
Create a repeatable plan to extract, transform & load data for analysis
• Many self-service BI tools include powerful, native ETL capabilities (like Power Query and Tableau Prep)
Data analysis can be categorized as either exploratory or explanatory

• Exploratory data analysis (EDA) is about discovering insights; explanatory analysis is about telling a story
Insights should always lead to clear, actionable recommendations

• If your insights don’t drive measurable improvements to the business, what purpose do they serve?

DATA VISUALIZATION
BRING YOUR DATA

The human brain isn’t built to interpret raw data; we need clear patterns and visual cues to
help us quickly make sense of complex information
Prefrontal Cortex Visual Cortex

• Located in the frontal lobe • Located in the occipital lobe
• Responsible for cognitive • Responsible for visual perception
functioning & problem solving & understanding
• Slow & conscious • Instantaneous & subconscious
• Helps us make sense of non-visual • Helps us make sense of colors,
information (like raw data) patterns, shapes, sizes, etc.
Data visualization puts both our prefrontal and visual cortex to work, combining the
power of cognition (slow and conscious) and perception (instantaneous)

DATA VISUALIZATION
In 10 seconds, what can you learn from the data below?

DATA VISUALIZATION
How about now?
This is a variation of
Anscombe’s Quartet
Despite sharing similar
descriptive stats, each
series tells a very different
visual story

3 KEY QUESTIONS
What TYPE OF DATA are you working with?

• Geospatial? Time-series? Hierarchical? Financial?
What do you want to COMMUNICATE?

• Comparison? Composition? Relationship? Distribution?
Who is the END USER and what do they need?

• Analyst? Manager? Executive? General public?

3 KEY QUESTIONS
What TYPE OF DATA are you working with?
Time-series Financial
Geospatial Textual
Categorical Funnel
Hierarchical Survey
The type of data you’re working with often determines which type of visual will best represent it; for example,
using maps to represent geospatial data, line charts for time-series data, or tree maps for hierarchical data

3 KEY QUESTIONS
What do you want to COMMUNICATE?
Used to compare values over Used to break down the Used to show the frequency Used to show correlation
time or across categories component parts of a whole of values within a series between multiple variables
Common visuals: Common visuals: Common visuals: Common visuals:

• Column Chart • Stacked Bar/Column Chart • Histogram • Scatter Plot
• Bar Chart • Pie/Donut Chart • Density Plot • Bubble Chart
• Clustered Column/Bar • Stacked Area (time series) • Box & Whisker • Data Table/Heat Map
• Data Table/Heat Map • Waterfall Chart (gains/losses) • Violin Plot • Correlation Matrix
• Radar Chart • Funnel Chart (sequential stages) • Scatter Plot
• Line Chart (time series) • Tree Map/sunburst (hierarchies) • Data Table/Heat Map
• Area Chart (time series) • Map/Choropleth (geospatial) • Map/Choropleth (geospatial)
There are hundreds of charts to choose from, but most either serve specialized purposes (like stock charts, Gantt
charts and network diagrams) or are variations of these common types (gauges, bullet charts, chord diagrams, etc.)

3 KEY QUESTIONS
Who is the END USER and what do they need?
Likes to see details and Wants summarized data with Needs high-level, crystal clear
understand exactly what’s clear, actionable insights to help KPIs to track business health
happening at a granular level operate the business and topline performance
• Tables or combo charts • Common charts & graphs • KPI cards or simple charts
• Granular detail to support root- • Some detail, but only when it • Minimal detail, unless it adds
cause analysis supports a specific insight critical context to KPIs
How you visualize and present your data is a function of who will be consuming it; a fellow analyst may want to see
granular details, while managers and executives often prefer topline KPIs and clear, data-driven insights

CONTEXT IS KEY
When you are presenting or visualizing data, remember that context is key;
context gives numbers meaning, and helps users interpret them accurately
KPI value
High & low points
Year-over-year ✔ We drove 690 sales in October
trending
✔ Sales are down 4% vs. last month, but
up 9% year-over-year
✔ We exceeded our target in Sep/Oct

after falling short in August
✔ We see an upward trend in 2020,

with a significant July peak
✔ Based on seasonality, we can expect a

strong Nov/Dec
Performance vs. last Performance vs. Trending over time
month/year Target

ANALYTICS DASHBOARDS
Dashboards are analytics tools designed to consolidate data from multiple

sources, track key metrics at a glance, and facilitate data-driven decision making
Product Data
Transactional Records
Gross Revenue Customer Data (CRM)
Centralized, user-facing dashboard

CASE STUDY: DATA VISUALIZATION
THE You’ve just been hired as Lead Business Intelligence Analyst for Maven Toys, a
SITUATION nationwide chain of toy stores.
Your assignment is to design a dashboard for Regional Sales Managers, to

THE help them track revenue trends by region.
ASSIGNMENT They review the dashboard once a month, and need information on sales
trends, product performance, and lost revenue due to inventory shortages.
1. Define the purpose

THE 2. Choose the right metrics
OBJECTIVES 3. Present the data effectively
4. Eliminate clutter & noise
5. Use layout to focus attention
6. Tell a clear story

DASHBOARD DESIGN PROCESS
Dashboards can be built to serve many

1 Define the purpose
purposes, including executive-level reporting,
performance deep dives, exploratory analysis,
or infographic-style storytelling.
2 Choose the right metrics
How you design your dashboard is largely a
function of the purpose it will serve, and the
3 Present the data effectively
audience it will be serving.
4 Eliminate clutter & noise Key questions to consider:

• Who will be the end-users of your dashboard?
5 Use layout to focus attention • What are their key business goals and objectives?
• What are the most important questions they need answers to?
• How frequently will the dashboard be reviewed?

6 Tell a clear story

STEP 1: DEFINE THE PURPOSE
1 Who will be the end-users of your dashboard?
2 What are their key business goals and objectives?
3 What are the most important questions they need answers to?
4 How frequently will the dashboard be reviewed?

STEP 1: DEFINE THE PURPOSE
1 Who will be the end-users of your dashboard?

• Regional sales managers
2 What are their key business goals and objectives?

• Increase revenue, minimize revenue loss due to lack of inventory
3 What are the most important questions they need answers to?
• Revenue going up/down? Main revenue drivers? Missing any products in stock?
4 How frequently will the dashboard be reviewed?

• Once a month

Once you’ve defined the purpose of your

dashboard, it’s important to identify which
metrics and KPIs to include.
Focus on the metrics which directly align with
key business goals, and consider the level of
detail most appropriate for your audience.
Key questions to consider:

4 Eliminate clutter & noise • Which metrics accurately measure each business goal?
• What level of detail is appropriate for each metric?
5 Use layout to focus attention

PRO TIP: You might be tempted to include
*everything* in your dashboard, but remember less
6 Tell a clear story is more; focus on the metrics that matter!

STEP 2: CHOOSE THE RIGHT METRICS
Business Goal: Metrics: Level of Detail:
Increase
revenue
Minimize revenue
loss due to lack of
inventory

STEP 2: CHOOSE THE RIGHT METRICS
Business Goal: Metrics: Level of Detail:

• Total Revenue • Date, Region, Category, Product
• MoM Revenue Change • Product

Increase
revenue
• MoM % Revenue Change • Region, Category
• YoY % Revenue Change • Region
• Stock on Hand • Store-Product

Minimize revenue
loss due to lack of
inventory • Est Monthly Revenue Loss* • Region
* Based on average monthly revenue for out-of-stock products

Dashboards are all about communicating

information quickly and clearly.
Remember to use charts and visuals suited to

the type of data you’re working with, the
story you’re communicating, and the end user
consuming the information.
Want to allow for some exploratory analysis?
Add filters and interactivity to allow users
4 Eliminate clutter & noise to explore on their own, answer new
questions, and discover fresh insights.

PRO TIP: One of the most common mistakes we
see is prioritizing variety over effectiveness.
6 Tell a clear story Always choose the right chart for the job!

STEP 3: PRESENT THE DATA EFFECTIVELY
Metric & Level of Detail: Visual Type: Filters:
• Total Revenue by Date
• Total Revenue by Region
• Total Revenue by Category
• Total Revenue by Product
• MoM Revenue Change by Product
• MoM % Revenue Change by Region
• MoM % Revenue Change by Category
• YoY % Revenue Change by Region
• Stock on Hand by Store-Product
• Est. Monthly Revenue Loss by Region

Metric & Level of Detail: Visual Type: Filters:
• Total Revenue by Date 1) Line Chart • Month (interactive)
• Total Revenue by Region 2) KPI Card (#1)

• Region (interactive)
• Top/Bottom 5 Products
• Total Revenue by Category 3) Bar Chart (#1)
• Store-Products with 0 stock
• Total Revenue by Product 4) Table (#1)
• MoM Revenue Change by Product 5) Table (#1)

This is typically an evolving,
• MoM % Revenue Change by Region 6) KPI Card (#2)
iterative process, so don’t expect
to come up with an exhaustive set
• MoM % Revenue Change by Category 7) Bar Chart (#2) of metrics and visuals off the top of
your head!
• YoY % Revenue Change by Region 8) KPI Card (#3)
• Stock on Hand by Store-Product 9) Table (#2)
• Est. Monthly Revenue Loss by Region 10) KPI Card (#4)

MAVEN REGIONAL SALES DASHBOARD
TOYS September 2021 Region: New York
2 6
$50,618 1.6% 1 Total Revenue by Date Products with 0 Stock by Store
$80,000 $69,038
$70,000 $63,907 Store Name Product Name Stock
$58,945
$60,000 $50,618 JFK Airport Gamer Headphones 0
Total Monthly Revenue M-o-M Revenue % Change $50,000
$40,000
$45,431
9 JFK Airport Hot Wheels 5-Pack
Times Square Dino Egg
0
0
$42,366
8
$40,942 $39,052 $41,568 Times Square Playfoam 0
10 $30,000
$1,640 45.3%
$34,844
$20,000 $31,545
$10,000
$0 Top 5 Products by MoM Revenue Change
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Potential Monthly Revenue Loss Y-o-Y Revenue % Change 2020 2021 Category Product Revenue Δ Revenue
Art & Crafts Playfoam $3,352 $2,011
Toys Dinosaur Figures $2,893 $989
Games Monopoly $900 $740
Total Revenue by Product Category MoM Revenue % Change by Product Category Art & Crafts Magic Sand $4,589 $688
Art & Crafts Barrel O' Slime $1,357 $551
Toys $19,299 Toys -4.9%
4 5
Art & Crafts $13,882 Art & Crafts 19.6%
Bottom 5 Products by MoM Revenue Change
Sports & Outdoors $7,465 Sports & Outdoors 7.1%
Category Product Revenue Δ Revenue
Games Rubik's Cube $640 -$1,359
Electronics $5,368 Electronics 1.1% Toys Lego Bricks $9,318 -$800
Toys Mr. Potatohead $460 -$719
Games $4,603 Games -18.7% Art & Crafts Etch A Sketch $882 -$525
3 $5,000 $10,000 $15,000 $20,000 $25,000
7 -25.0%-20.0%-15.0%-10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Games Glass Marbles $989 -$517

When it comes to dashboard design, real

estate is precious; cut anything that takes up
space but doesn’t add value.
Things like 3D formats, chart borders,
excessive colors, or background images only
distract users from the story and insights you
are trying to communicate.
Clarity always trumps aesthetics!

4 Eliminate clutter & noise
“
nothing more to add, but when there is
“
Perfection is achieved not when there is
nothing left to take away

6 Tell a clear story Antoine de Saint-Exupery

STEP 4: ELIMINATE CLUTTER & NOISE
MAVEN REGIONAL SALES DASHBOARD
TOYS September 2021 Region: New York
$50,618 1.6%
Total Revenue by Date Products with 0 Stock by Store
$80,000 $69,038
$70,000 $63,907 Store Name Product Name Stock
$58,945
$60,000 $50,618 JFK Airport Gamer Headphones 0
$45,431 JFK Airport Hot Wheels 5-Pack 0
Total Monthly Revenue M-o-M Revenue % Change $50,000
$40,000 Times Square Dino Egg 0
$40,942 $39,052 $41,568 $42,366 Times Square Playfoam 0
$30,000
$1,640 45.3%
$34,844
$20,000 $31,545
$10,000
Potential Monthly Revenue Loss Y-o-Y Revenue % Change 2020 2021 Category Product Revenue Δ Revenue
Art & Crafts Playfoam $3,352 $2,011
Toys Dinosaur Figures $2,893 $989
Games Monopoly $900 $740
Total Revenue by Product Category MoM Revenue % Change by Product Category Art & Crafts Magic Sand $4,589 $688
Art & Crafts Barrel O' Slime $1,357 $551
Toys $19,299 Toys -4.9%
Art & Crafts $13,882 Art & Crafts 19.6%

Bottom 5 Products by MoM Revenue Change
Category Product Revenue Δ Revenue
Games Rubik's Cube $640 -$1,359
Electronics $5,368 Electronics 1.1% Toys Lego Bricks $9,318 -$800
Toys Mr. Potatohead $460 -$719
Games $4,603 Games -18.7% Art & Crafts Etch A Sketch $882 -$525
Games Glass Marbles $989 -$517
$5,000 $10,000 $15,000 $20,000 $25,000 -25.0%-20.0%-15.0%-10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

MAVEN
MAVEN REGIONAL SALES
REGIONAL SALES DASHBOARD
DASHBOARD
TOYS
TOYS September 2021
September 2021 Region: New York
Region: New York
$50,618 1.6%
Total Revenue
Total Revenue by
by Date
Date Products
Products with
with
Products with 0 Stock
0 Stock
0 Stock by Store
by
by Store Store
Products with 0 Stock by Store
$80 K
$80,000 2020
$80 K $69,038
$63,907
2020 Store
Store
Name
StoreName
Name Product Name
Product
Product Name
Name
Stock
Stock
$70,000 $58,945 2021
2021 JFK Airport
JFKAirport
JFK Airport Gamer Headphones
Gamer Headphones
Gamer Headphones 0
0 0
$60,000 $50,618
Total Monthly
Monthly Revenue
Revenue M-o-M Revenue
Revenue %
% Change
Change $45,431 JFK Airport
JFKAirport
JFK Airport Hot Wheels
HotWheels
Hot 5-Pack
Wheels5-Pack
5-Pack 0
0 0
Total M-o-M $60 K
K
$50,000
$60
$40,000
Times Square
Dino Egg
Dino Egg 0
0 0
$30,000 $40,942 $39,052 $41,568 $50,618
$42,366
$50,618 Times Square
Times Square Playfoam
Playfoam
Playfoam 0
0 0
$1,640 45.3%
$34,844
$20,000 $31,545
$40 K
$40 K
$10,000
$20 K
Potential Monthly Revenue Loss Y-o-Y Revenue % Change 2020Jun Category
Category Product
Product Revenue
Revenue ΔΔRevenue
Revenue
Jan Feb Mar Apr May Jul2021
Aug Sep Oct Nov Dec
Art
Art & & Crafts
Crafts Playfoam
Playfoam $3,352
$3,352 $2,011
$2,011
Toys Toys DinosaurFigures
Dinosaur Figures $2,893
$2,893 $989
$989
GamesGames Monopoly
Monopoly $900
$900 $740
$740
Total Revenue by Product Category MoM Revenue % Change by Product Category Art
Art & & Crafts
Crafts Magic
Magic SandSand $4,589
$4,589 $688
$688
Art
Art & & Crafts
Crafts Barrel
Barrel O'O' Slime
Slime $1,357
$1,357 $551
$551
Toys $19,299 Toys -4.9%
Toys
Toys $19,299
$19,299 Toys
Toys -4.9%
-4.9%
Art & Crafts

Art
Art &
& Crafts
Crafts
$13,882
$13,882
Art & Crafts
Art
Art &
& Crafts
Crafts
19.6%
19.6% Bottom
Top
5 Products by MoM Revenue Change
$13,882 19.6% Top 5
5 Products
Products by
by MoM
MoM Revenue
Revenue Change
Change
Sports Category
Category Product
Product Revenue
Revenue ΔΔ
Revenue ΔRevenue
Revenue
Sports &
& Outdoors
Outdoors $7,465
$7,465
Sports
Sports &
& Outdoors
Outdoors 7.1%
7.1% Category Product Revenue
Electronics Electronics
GamesGames
Games Rubik's
Rubik's
Rubik's Cube
Cube
Cube $640
$640
$640 -$1,359
-$1,359
-$1,359
$5,368 1.1%
Electronics
Electronics $5,368
$5,368
Electronics
Electronics 1.1%
1.1% Toys Toys
Toys LegoLego
Lego Bricks
Bricks
Bricks $9,318
$9,318
$9,318 -$800
-$800
-$800
Toys Toys Mr. Potatohead
Mr. $460 -$719
Games $4,603 Games -18.7%
Toys Mr. Potatohead
Potatohead $460
$460 -$719
-$719
Games Games Art
Art & & Crafts
Crafts Etch
Etch A Sketch
A Sketch $882
$882 -$525
-$525
Games
$4,603
$4,603 Games
-18.7%
-18.7%
Art & Crafts Etch A Sketch $882 -$525
GamesGames Glass
Glass Marbles
Marbles $989
$989 -$517
-$517
$5,000 $10,000 $15,000 $20,000 $25,000 -25.0%-20.0%-15.0%-10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Games Glass Marbles $989 -$517

A good layout features the most important

insights and trends upfront, and guides the
viewer through a logical story; don’t expect
users to connect the dots on their own!
Tips to focus attention:
3 Present the data effectively • Use pre-attentive attributes like size, color, and position to
highlight key data points or specific patterns
• Use Gestalt principles like proximity, enclosure and
4 Eliminate clutter & noise connection to group related visual elements
• Consider common reading patterns (like Z or F patterns)

when designing your dashboard layout

MAVEN
MAVEN REGIONAL SALES
REGIONAL SALES DASHBOARD
DASHBOARD
TOYS
TOYS September 2021
September 2021 Region: New York
Region: New York
$50,618 1.6%
Total Revenue
Total Revenue by
by Date
Date Products
Products with
with
0 Stock
0 Stock by Store
by
by Store Store
Products with 0 Stock by Store
$80 K
$80,000 2020
$80 K $69,038
$63,907
2020 Store
Store
Name
StoreName
Name Product Name
Product
Product Name
Name
Stock
Stock
$70,000 $58,945 2021
2021 JFK Airport
JFKAirport
JFK Airport Gamer Headphones
Gamer Headphones
Gamer Headphones 0
0 0
$60,000 $50,618
Total Monthly
Monthly Revenue
Revenue M-o-M Revenue
Revenue %
% Change
Change $45,431 JFK Airport
JFKAirport
JFK Airport Hot Wheels
HotWheels
Hot 5-Pack
Wheels5-Pack
5-Pack 0
0 0
Total M-o-M $60 K
K
$50,000
$60
$40,000
Times Square
Dino Egg
Dino Egg 0
0 0
$30,000 $40,942 $39,052 $41,568 $50,618
$42,366
$50,618 Times Square
Times Square Playfoam
Playfoam
Playfoam 0
0 0
$1,640 45.3%
$34,844
$20,000 $31,545
$40 K
$40 K
$10,000
$20 K
Potential Monthly Revenue Loss Y-o-Y Revenue % Change 2020Jun Category
Category Product
Product Revenue
Revenue ΔΔRevenue
Revenue
Jan Feb Mar Apr May Jul2021
Aug Sep Oct Nov Dec
Art
Art & & Crafts
Crafts Playfoam
Playfoam $3,352
$3,352 $2,011
$2,011
Toys Toys DinosaurFigures
Dinosaur Figures $2,893
$2,893 $989
$989
GamesGames Monopoly
Monopoly $900
$900 $740
$740
Total Revenue by Product Category MoM Revenue % Change by Product Category Art
Art & & Crafts
Crafts Magic
Magic SandSand $4,589
$4,589 $688
$688
Art
Art & & Crafts
Crafts Barrel
Barrel O'O' Slime
Slime $1,357
$1,357 $551
$551
Toys $19,299 Toys -4.9%
Toys
Toys $19,299
$19,299 Toys
Toys -4.9%
-4.9%
Art & Crafts

Art
Art &
& Crafts
Crafts
$13,882
$13,882
Art & Crafts
Art
Art &
& Crafts
Crafts
19.6%
19.6% Bottom
Top
5 Products by MoM Revenue Change
$13,882 19.6% Top 5
5 Products
Products by
by MoM
MoM Revenue
Revenue Change
Change
Sports Category
Category Product
Product Revenue
Revenue ΔΔ
Revenue ΔRevenue
Revenue
Sports &
& Outdoors
Outdoors $7,465
$7,465
Sports
Sports &
& Outdoors
Outdoors 7.1%
7.1% Category Product Revenue
Electronics Electronics
GamesGames
Games Rubik's
Rubik's
Rubik's Cube
Cube
Cube $640
$640
$640 -$1,359
-$1,359
-$1,359
$5,368 1.1%
Electronics
Electronics $5,368
$5,368
Electronics
Electronics 1.1%
1.1% Toys Toys
Toys LegoLego
Lego Bricks
Bricks
Bricks $9,318
$9,318
$9,318 -$800
-$800
-$800
Toys Toys Mr. Potatohead
Mr. $460 -$719
Games $4,603 Games -18.7%
Toys Mr. Potatohead
Potatohead $460
$460 -$719
-$719
Games Games Art
Art & & Crafts
Crafts Etch
Etch A Sketch
A Sketch $882
$882 -$525
-$525
Games
$4,603
$4,603 Games
-18.7%
-18.7%
Art & Crafts Etch A Sketch $882 -$525
GamesGames Glass
Glass Marbles
Marbles $989
$989 -$517
-$517
$5,000 $10,000 $15,000 $20,000 $25,000 -25.0%-20.0%-15.0%-10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Games Glass Marbles $989 -$517

STEP 5: USE LAYOUT TO FOCUS ATTENTION
REGIONAL SALES DASHBOARD MAVEN

September 2021 Region: New York TOYS
Total Revenue & Revenue % Changes Revenue & MoM Revenue % Change by Product Category Products with
0 Stock by Store
Store Name Product Name Stock
1.6%
$50,618
JFK Airport Gamer Headphones 0
Toys $19,299 -4.9%
M-o-M JFK Airport Hot Wheels 5-Pack 0
Times Square Dino Egg 0
Art & Crafts $13,882 19.6% Times Square Playfoam 0
45.3%
Total Monthly Revenue Y-o-Y Sports &
$1,640
$7,465 7.1%
Outdoors
Electronics $5,368 1.1%

Total Revenue by Date
Games $4,603 -18.7% Potential Monthly Revenue Loss
$80 K 2020
2021
$60 K
Top & Bottom 5 Products by MoM Revenue Change
$50,618 Top 5 Products by MoM Revenue Change
Category Product Revenue Δ Revenue Category Product Revenue Δ Revenue
$40 K
Art & Crafts Playfoam $3,352 $2,011 Games Rubik's Cube $640 -$1,359
Toys Dinosaur Figures $2,893 $989 Toys Lego Bricks $9,318 -$800
Games Monopoly $900 $740 Toys Mr. Potatohead $460 -$719
$20 K Art & Crafts Magic Sand $4,589 $688 Art & Crafts Etch A Sketch $882 -$525
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Art & Crafts Barrel O' Slime $1,357 $551 Games Glass Marbles $989 -$517

Human beings aren’t inspired by numbers,

charts or graphs; we’re inspired by stories.
The most effective BI dashboards use data to

drive real-world business outcomes; they tell
clear, data-driven stories designed to expose
key insights and inspire stakeholders to act.
If your dashboard doesn’t inspire action or
facilitate change, what purpose does it serve?
4 Eliminate clutter & noise
5 Use layout to focus attention PRO TIP: Don’t be afraid of a little text! Using
descriptive titles and data labels can be a great way
to create narratives within your dashboard

STEP 5: USE LAYOUT TO FOCUS ATTENTION

September 2021 Region: New York TOYS
Total Revenue & Revenue % Changes Revenue & MoM Revenue % Change by Product Category Products with
0 Stock by Store
1.6%
$50,618
Toys $19,299 -4.9%
Art & Crafts $13,882 19.6% Times Square Playfoam 0
45.3%
$1,640
$7,465 7.1%
Outdoors
Electronics $5,368 1.1%

Total Revenue by Date
$80 K 2020
2021
$60 K
Top & Bottom 5 Products by MoM Revenue Change
$40 K
Art & Crafts Playfoam $3,352 $2,011 Games Rubik's Cube $640 -$1,359
Toys Dinosaur Figures $2,893 $989 Toys Lego Bricks $9,318 -$800
Games Monopoly $900 $740 Toys Mr. Potatohead $460 -$719
$20 K Art & Crafts Magic Sand $4,589 $688 Art & Crafts Etch A Sketch $882 -$525
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Art & Crafts Barrel O' Slime $1,357 $551 Games Glass Marbles $989 -$517

STEP 6: TELL A STORY

How did the region perform in September 2021? Region: New York TOYS
This is how much revenue we generated... This is the revenue split by product category this month... We are with
Products losing sales
0 Stock by here...
Store
+1.6%
$50,618
Toys $19,299 -4.9%
Art & Crafts $13,882 +19.6% Times Square Playfoam 0
+45.3%
$1,640
$7,465 +7.1%
Outdoors
Electronics $5,368 +1.1%

... and the trend in 2021 vs 2020
$80 K
Monthly Revenue M-o-M Revenue % Change
$60 K
... where these 5 products drove the increases & decreases in revenue
$40 K
Art & Crafts Playfoam $3,352 +$2,011 Games Rubik's Cube $640 -$1,359
Toys Dinosaur Figures $2,893 +$989 Toys Lego Bricks $9,318 -$800
Games Monopoly $900 +$740 Toys Mr. Potatohead $460 -$719
$20 K Art & Crafts Magic Sand $4,589 +$688 Art & Crafts Etch A Sketch $882 -$525
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Art & Crafts Barrel O' Slime $1,357 +$551 Games Glass Marbles $989 -$517

KEY TAKEAWAYS
Always answer the 3 key questions when visualizing data

• What type of data are you working with? What do you want to communicate? Who is the end user?
Keep it simple by eliminating noise and distractions

• “Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away”
Tell a story by focusing the viewer’s attention

• Use pre-attentive attributes, gestalt principles, and thoughtful layouts to create a clear narrative
Remember that context is key

• Context is what makes the data mean something, and helps users interpret it accurately

THE ANALYST TOOLKIT
TOOLS MATTER, BUT

When it comes to analytics tools, don’t be afraid to specialize; focus on building deep skills
and expertise in a few key areas, rather than trying to master it all
You have permission to NOT learn all of these tools

THE ANALYST TOOLKIT
BI Platforms
Self-service tools designed to support the entire business intelligence workflow,

Database Tools
including data prep, modeling, analysis, visualization and administration
Data Prep/ETL
Tools
INDUSTRY TYPICAL COMMON
LEADERS* USER ROLES USE CASES
Spreadsheet
Tools
• Power BI • Business Intelligence Analyst • Performance dashboards
• Tableau • Data Analyst • ETL & data prep
Programming
• Qlik • Data Visualization Specialist • Ad hoc data visualization
Languages
• Report administration
PRO TIP: Rather than trying to everything at once, focus on going deep with one
platform first; the skills you build will be highly transferrable if you need to switch

* Other popular BI platforms include Sisense, Domo, Google (Looker), and MicroStrategy
THE ANALYST TOOLKIT
BI Platforms
Used for creating, managing, and querying information stored in relational

Database Tools
database management systems (RDMS)
Data Prep/ETL
Tools
Spreadsheet
Tools
• MySQL • Database Administrator • Storing large datasets
• Microsoft SQL Server • Business Intelligence Analyst • Ad hoc database analysis
Programming
• PostgreSQL • Data Scientist • Producing custom tables or views for
Languages analysis and visualization
PRO TIP: There are many “flavors” of SQL database tools, but they are all built on
the same query language and universal standards (with slight variations in syntax)

* If you are looking for cloud database tools, consider tools like Amazon RDS/Redshift, Azure, MongoDB, etc.
THE ANALYST TOOLKIT
BI Platforms
Used for extracting, cleaning, transforming, and loading data from disparate
Database Tools
sources into a centralized location for analysis
Data Prep/ETL
Tools
Spreadsheet
Tools
• Talend/Informatica (cloud) • Data Engineer • Building data pipelines for analysis
• Alteryx • Database Administrator • Developing an automated ETL process for
Programming ongoing reporting
• Tableau Prep • Business Intelligence Analyst
Languages • Blending data from multiple sources into a
• Power BI (Power Query) central database or BI platform
PRO TIP: Tableau Prep and Power Query are both excellent ETL tools, and are directly
integrated with tools you’re likely already using (Tableau, Power BI & Excel)

* While these are popular options, you can also find specialized ETL tools designed specifically for real-time/streaming, unstructured data, etc.
THE ANALYST TOOLKIT
BI Platforms
Used for creating, managing, modeling and analyzing structured data stored in
Database Tools
rows and columns
Data Prep/ETL
Tools
Spreadsheet
Tools
• Microsoft Excel • Data Analyst • Ad hoc analysis & visualization
• Google Sheets • Business Intelligence Analyst • Financial modeling
Programming
• Financial Analyst • Forecasting & optimization
Languages
• Anyone working with data • Performance reporting
PRO TIP: Excel might just be the most versatile tool in the analytics stack, and can be a
great solution for anything from ad hoc analysis to complex data modeling

* There are other spreadsheet tools on the market (LibreOffice/Calc, Zoho, etc.), but Excel and Google Sheets are in a league of their own
THE ANALYST TOOLKIT
BI Platforms
Coding languages and packages commonly used for statistical analysis, machine
Database Tools
learning and data science
Data Prep/ETL
Tools
Spreadsheet
Tools
• Python • Data Scientist • Training machine learning models
• R • Machine Learning Engineer • Analyzing massive datasets
Programming
• SAS • Data Engineer • Processing unstructured data
Languages
• SQL
PRO TIP: Most analytics roles won’t require heavy programming unless you work in
Data Science or Machine Learning; focus on Excel + SQL first, and build from there

* Python is a general-purpose language (also used for web dev, mobile apps, games, etc.), while R and SAS are geared towards statistical analysis
COMMON TOOL STACKS
As you begin to develop your skills, it’s important to identify a collection (or “stack”) of tools
which will help you perform the responsibilities of your specific role
There’s no “right” or “wrong” stack, as long as the tools you use allow you to perform your job effectively

KEY TAKEAWAYS
Think about skills first, tools second

• Don’t focus on which tool you want to learn; focus on which SKILL you want to build
Don’t be afraid to specialize

• Aim to go deep rather than broad, and focus on building 1-2 expert-level skills (vs. 10 mediocre ones)
During the learning process, focus on one tool at a time

• Staying focused helps you learn efficiently, retain your skills, and transfer your knowledge to similar tools
Work towards building a “tool stack” specific to your role

• For analytics professionals, we recommend Excel, SQL, and a BI platform like Power BI/Tableau

TIPS FOR SUCCESS
Obsess over Master SKILLS,

OUTCOMES not tools
Don’t be afraid to Don’t ignore the

SPECIALIZE SOFT SKILLS
Never stop Follow your OWN

LEARNING PATH

A FEW OF OUR FAVORITE THINGS
Maven Analytics Stack Overflow Microsoft Office Support Online Stats Calculators
• mavenanalytics.io • stackoverflow.com • support.microsoft.com • mathcracker.com
Data Playground Local Meetup Groups Microsoft Documentation Color Palette Designer
• mavenanalytics.io/data-playground • meetup.com • docs.microsoft.com • paletton.com
Competitions & Data Sets Microsoft Answers Forum DAX Function Reference Color Blindness Viewer
• Kaggle.com • answers.microsoft.com • dax.guide • colororacle.org
Tableau Public Power BI User Groups Tableau Documentation Free & Paid Icon Libraries
• public.tableau.com • pbiusergroup.com • help.tableau.com • fontawesome.com
• icons8.com
Power BI Blog Tableau Community Forums MySQL Developer Tools
• powerbi.Microsoft.com/blog • community.tableau.com • dev.mysql.com Stock Images & Graphics
• elements.envato.com
In-Browser SQL Practice Tableau User Groups
• sqlzoo.net • usergroups.tableau.com Analytics Jobs & Salary Guides
• harnham.com
In-Browser Regex Practice
• regexr.com

NEXT STEPS
BI ANALYST PATH
For aspiring Analysts and Business Intelligence Take our Guided Learning survey to
professionals looking to master advanced Excel, create a personalized learning plan!
Power BI, MySQL, and Tableau
EXCEL SPECIALIST POWER BI SPECIALIST MYSQL SPECIALIST TABLEAU SPECIALIST

For analysts looking to build a deep, For users looking to master Power BI For database admins and analysts For users looking to master Tableau
expert-level Excel skill set and prepare for Desktop & Service, learn advanced DAX, looking to apply powerful MySQL skills Desktop & Prep and become a Certified
the Microsoft MO-201 Expert Exam and ace the Microsoft DA-100 exam to real-world projects and case studies Associate or Tableau Desktop Specialist

Thinking Like An: Foundational Skills For Aspiring Data Professionals

Uploaded by

Copyright:

Available Formats

Thinking Like An: Foundational Skills For Aspiring Data Professionals

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Thinking Like An: Foundational Skills For Aspiring Data Professionals

Uploaded by

Copyright:

Available Formats

What are some tips for success in analytics?

What are some tips for success in analytics?

What are the different roles covered in analytics?

What are the different roles covered in analytics?

THINKING LIKE AN

FOUNDATIONAL SKILLS FOR ASPIRING DATA PROFESSIONALS

*Copyright Maven Analytics, LLC

*Copyright Maven Analytics, LLC

Chris is an analytics expert and best-selling instructor with 10+

Since founding Maven Analytics in 2018, his courses have been

✔ Certified Excel & Power BI Expert

*Copyright Maven Analytics, LLC

John brings over a decade of business intelligence experience

As a MySQL expert, he has played leadership roles across

✔ 10+ Years in Applied Analytics

*Copyright Maven Analytics, LLC

Aaron is a professional analytics consultant and Microsoft

He’s an instructor, coach and mentor for aspiring analysts, and

✔ Microsoft Certified Data Analyst

*Copyright Maven Analytics, LLC

Enrique is a certified Microsoft Excel Expert and top-rated

He has produced advanced Excel and test prep courses, along

✔ Certified Excel Expert

*Copyright Maven Analytics, LLC

This is a high-level intro to core analytics skills & techniques

This is NOT a technical guide or tool-specific course

Our goal is to help you think like a world-class analyst

*Copyright Maven Analytics, LLC

Reasons to work in Data Analytics:

*Copyright Maven Analytics, LLC

Avg. Analyst Salary

Avg. Job Satisfaction

*Copyright Maven Analytics, LLC

PROGRAMMING/ MATH/ The differences come down to the types of

SOURCE: Learn.co *Copyright Maven Analytics, LLC

*Copyright Maven Analytics, LLC

A Business Intelligence or Data Analyst A Data Engineer or Database Admin (DBA)

*Copyright Maven Analytics, LLC

When we think about what separates a good

We call this the “Analytics Trifecta”, because

*Copyright Maven Analytics, LLC

Strategic thinking is about understanding

PRO TIP: Nothing beats real-world experience,

*Copyright Maven Analytics, LLC

Simply put, technical proficiency is the ability

Strong, well-rounded technical skills allow you

PRO TIP: Most people focus too much on building

*Copyright Maven Analytics, LLC

Analysts essentially act as the translators

This includes all forms of outbound

PRO TIP: People respond to stories, not data

*Copyright Maven Analytics, LLC

Demand for analytics talent is strong, and on the rise

Data Analytics skills are powerful and versatile

Strategic, technical, and communication skills are equally important

*Copyright Maven Analytics, LLC

*Copyright Maven Analytics, LLC

Understand which specific outcomes you are trying to

Understand the data