What Might Be Missing from Your Analytics Strategy

As data analytics becomes a more pervasive business tool, many leaders are being sold on the idea that all you need to diagnose any perplexing problem is more data. While there's no doubt that quantitative analysis can play a powerful role in telling you what happens, even the most robust, granular data won't tell you why something happens. Get the latest from Kellogg Insight delivered to your inbox. Instead, employing a combination of qualitative and quantitative methods to identify both the what and the why, according to two Kellogg School professors, is what makes an analytics strategy a useful tool for change. "Each has something powerful to offer," says Joel Shapiro, a clinical associate professor of data analytics at Kellogg.