For analytics to be successful, it can't just be about numbers. Distributors also need to apply creative thinking and qualitative analysis to make sure the numbers are being applied correctly and effectively, says Tom Gale in the Distributor's Guide to Analytics.
Qualitative evaluation is needed for "framing the analysis, determining specific questions to be answered and selecting the appropriate methodology," Gale says.
Distributors should use the intuitive knowledge about markets, competitors and customer behavior that they have gained from years of expertise to challenge the assumptions made from data. This inside perspective is invaluable and should always be considered in decision-making.
Read more about the importance of using intuitive knowledge to evaluate data in the Distributor's Guide to Analytics.