It’s time to stop talking about analytics

Look, nobody knows what analytics actually is anyway, so why are we still talking about it? At its most basic, analytics is simply a tool. Much like a hammer is a tool.

Maybe too much like a hammer. As the old saying goes, when all you have is a hammer, everything looks like a nail. The same may be true for analytics. At least in some contexts. Yes, analytics is simply a way to draw meaning out of data, but just because you finally figured out how to apply gradient boosting to your ridge regression model doesn’t mean you should.

Once you think of analytics as a tool, a means to an end, then it’s much easier to see that it’s not just a tool, but an entire toolbox. And when you reach into that toolbox, the tool you take out should depend on what you want to accomplish.

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