Report or Analysis?

This guide gives you a test that takes ten seconds and tells you whether the thing you just built is a report or an analysis. Then it gives you four moves that turn one into the other. Every move has a worked SQL example and real numbers. The whole method is here. What you actually do: take the number you just produced, and ask what someone would do differently because of it. If the honest answer is nothing, you have a report. Then you run the four moves below, in order, until the answer is a specific action a specific person can take on Monday. The short version. Data analysis is looking at records of things that already happened and finding a pattern that changes what someone does next. If nothing changes, it was not analysis. It was a report. The same starting number, two endings. The test: what would someone do differently? Before you read the answer, look at the last thing you built and try it yourself. Who was going to act on it, and what were they going to do? Take any number you have produced and finish this sentence out loud: "Because of this, someone should do a specific thing ." Both blanks have to fill in with something real. A named person or team, and an action they control. Here is a real one. "Churn was 4.1% in Q3." Who acts, and how? Nobody can act on that. It is a true, correctly calculated, carefully formatted number, and it changes nothing. That is a report, and reports are useful. A dashboard that tells you the servers are up is doing its job. It is just not analysis. Now the same underlying data, worked further. "Monthly-plan accounts that never opened the import tool churn at 9.2%. Ones that did churn at 1.8%. The email introducing that tool goes out on day 14, and most cancellations happen on day 11." Who acts? The lifecycle marketing owner. What do they do? Move the email to day 3. That is analysis, and the only difference is that it ended somewhere a person can stand. The word "analysis" is doing a lot of quiet work in job descriptions, so