Years ago, when I made a switch from procedural to object oriented programming, concepts such as function overloading fascinated me. The simplicity a single function changing and behaving based on the types of values passed to it spoke volumes to its simplicity and elegance. Being a bit nostalgic I am going to say “those were the good old days!”. Today, the word Analytics is certainly an overloaded term in the data world! It is used to define work done by data scientists to business analysts and from execution of sophisticated statistical algorithms to the use of simple visualization tools. Oh, and let’s not forget its synonymous use with the term “Big Data”. I wish I could muster up the same sense of euphoria for the overloaded term Analytics that I once felt for the use of overloaded method in a function definition.
In this multi-part series of posts I will share practical knowledge about using data to gain insights that I have acquired during my career as a data and information architect. In addition, I will highlight the discipline that is required to create the supporting architecture and challenges encountered along the way when instantiating a comprehensive analytical platform. The first step on this journey is simply defining the consumers of information and understanding what they need. In short, the first commandment we declared was simply - know thy information consumer. Figure 1 captures the essence of this concept.
Figure 1 – Information Consumer Types
One thing to note in Figure 1 is that the word Analytics is sparingly used. This was deliberate. All information presented has analytical value. More on that in the next post. For now, let’s just say before the word Analytics took on a life of its own, many of the terms above sufficed to describe how different consumers analyzed data and information. It was not long ago that the terms such as “slicing and dicing” and “drill down analysis” were commonly used to describe capabilities which allowed users to make important decisions. Today those capabilities are still an integral component of Business Intelligence and offered by many vendors as a standard offering as part of their respective suite of products.
A few observations on information consumers in each category:
Information Consumers are generally the business users and executives that want access to timely and accurate reports and dashboards through intuitive and user friendly interfaces. The information consumed by this group of consumers needs to be highly accurate, trusted and reproducible. Additional characteristics include information consumed by this set of users could be simple aggregated views of past sales or financial data for a specific region, as an example, or view of forecasted sales numbers generated thru some sophisticated prediction algorithm.
Information Pro-Consumers are commonly known by more familiar terms such as business analysts and power users. This group is concerned with performing analysis on data and generally their focus is to understand the past in order to predict the future. This group often demands low latency and high accessibility to data. More over, this group likes to have multiple tools at their disposal to be able to perform aggregations, calculations, slicing and dicing as well as adhoc analysis on data.
Data Scientists do not need any introduction. Lately, much has been said and written about this set of users. A quick search on the web will prove that. But this series is not about who they are. Instead it is about what they would like to with data. So regardless of whether this group are statisticians with computer science degrees or computational expert in some specific field, their needs revolve around having access to any and every piece of data - big or small, structured or unstructured. Often the discovery process and experimentation undertaken by this group may include diverse techniques ranging from simple data mining to applying various statistical algorithms to test some hypothesis. In the end applying sophisticated statistical techniques and/or machine learning algorithms to create insights is the primary motivation behind the work of this user community.
Machines operate on data and need data to operate. Despite this fact, in the data world, the needs of this voiceless group is often overlooked. With increased mechanization and automation, system-to-system communication is only increasing in importance and scale. Whether it is data collected through sensors and passed on to other systems for processing or data made available via APIs for general consumption by external users or partners, the fact remains that most companies are still trying to shore up their ability to service this important category of consumers.
In conclusion, the message is simple. It is critical to understand the need of those you serve. That basic yet crucial piece of information should be a precursor to everything else that follows. Whether it is creating a reference architecture and/or standing up a scalable analytical platform one thing is immediately apparent from figure 1.; the platform will need to cover use cases ranging from machine learning to ad-hoc analysis, data analysis to sophisticated analytics and from simple information consumption thru APIs to machine to machine communication. A key mandate for a successful analytical platform is to make sure that the need of each consumer type is addressed holistically in helping them turn data into useful information and insights.