What Is Data Analysis?

In science, data analysis uses a more complex approach with advanced

techniques to explore and experiment with data. On the other hand, in a
business context, data is used to make data-driven decisions that will enable the
company to improve its overall performance. In this post, we will cover the
analysis of data from a business point of view while still going through the
scientific and statistical foundations that are fundamental to understanding the
basics of data analysis.

Data analysis is the process of collecting, modeling, and analyzing data to

extract insights that support decision-making. There are several methods and
techniques to perform analysis depending on the industry and the aim of the
investigation.

All these various methods are largely based on two core

areas: quantitative and qualitative research.

Why Is Data Analysis Important?

Before we go into detail about the categories of analysis along with its methods
and techniques, you must understand the potential that analyzing data can bring
to your organization.

1. Informed decision-making: From a management perspective, you can

benefit from analyzing your data as it helps you make decisions based on
facts and not simple intuition. For instance, you can understand where to
invest your capital, detect growth opportunities, predict your incomes, or
tackle uncommon situations before they become problems. Like this, you
can extract relevant insights from all areas in your organization, and with
the help of dashboard software, present the information in a professional
and interactive way to different stakeholders.
2. Reduce costs: Another great benefit is to reduce costs. With the help of
advanced technologies such as predictive analytics, businesses can spot
improvement opportunities, trends, and patterns in their data and plan
their strategies accordingly. In time, this will help you save money and
resources on implementing the wrong strategies. And not just that, by
predicting different scenarios such as sales and demand you can also
anticipate production and supply.
3. Target customers better: Customers are arguably the most crucial
element in any business. By using analytics to get a 360° vision of all
aspects related to your customers, you can understand which channels
 they use to communicate with you, their demographics, interests, habits,
purchasing behaviors, and more. In the long run, it will drive success to
your marketing strategies, allow you to identify new potential customers,
and avoid wasting resources on targeting the wrong people or sending the
wrong message. You can also track customer satisfaction by analyzing
your client’s reviews or your customer service department’s performance.

The Data Analysis Process

The analysis process consists of 5 key stages. We will cover each of them more
in detail later in the post, but to start providing the needed context to understand
what is coming next, here is a rundown of the 5 essential steps of data analysis.

 Identify: Before you get your hands dirty with data, you first need to
identify why do you need it in the first place. The identification is the
stage in which you establish the questions you will need to answer. For
example, what is the customer's perception of our brand? Or what type of
packaging is more engaging to our potential customers? Once the
questions are outlined you are ready for the next step.
 Collect: As its name suggests, this is the stage where you start collecting
the needed data. Here, you define which sources of information you will
use and how you will use them. The collection of data can come in
different forms such as internal or external sources, surveys, interviews,
questionnaires, focus groups, among others. An important note here is
 that the way you collect the information will be different in a quantitative
and qualitative scenario.
 Clean: Once you have the necessary data it is time to clean it and leave it
ready for analysis. Not all the data you collect will be useful, when
collecting big amounts of information in different formats it is very likely
that you will find yourself with duplicate or badly formatted data. To
avoid this, before you start working with your data you need to make sure
to erase any white spaces, duplicate records, or formatting errors. This
way you avoid hurting your analysis with incorrect data.
 Analyze: With the help of various techniques such as statistical analysis,
regressions, neural networks, text analysis, and more, you can start
analyzing and manipulating your data to extract relevant conclusions. At
this stage, you find trends, correlations, variations, and patterns that can
help you answer the questions you first thought of in the identify stage.
Various technologies in the market assists researchers and average
business users with the management of their data. Some of them include
business intelligence and visualization software, predictive analytics, data
mining, among others.
 Interprete: you have one of the most important steps: it is time to
interpret your results. This stage is where the researcher comes up with
courses of action based on the findings. For example, here you would
understand if your clients prefer packaging that is red or green, plastic or
paper, etc. Additionally, at this stage, you can also find some limitations
and work on them.

Types Of Data Analysis Methods

Before diving into the seven essential types of methods, it is important that we
go over really fast through the main analysis categories. Starting with the
category of descriptive up to prescriptive analysis, the complexity and effort of
data evaluation increases, but also the added value for the company.

a) Descriptive analysis - What happened.

The descriptive analysis method is the starting point to any analytic reflection,
and it aims to answer the question of what happened? It does this by ordering,
manipulating, and interpreting raw data from various sources to turn it into
valuable insights for your organization.

Performing descriptive analysis is essential, as it allows us to present our

insights in a meaningful way. Although it is relevant to mention that this
analysis on its own will not allow you to predict future outcomes or tell you the
answer to questions like why something happened, it will leave your data
organized and ready to conduct further investigations.

b) Exploratory analysis - How to explore data relationships.

As its name suggests, the main aim of the exploratory analysis is to explore.
Prior to it, there was still no notion of the relationship between the data and the
variables. Once the data is investigated, the exploratory analysis enables you to
find connections and generate hypotheses and solutions for specific problems. A
typical area of application for it is data mining.

c) Diagnostic analysis - Why it happened.

Diagnostic data analytics empowers analysts and executives by helping them

gain a firm contextual understanding of why something happened. If you know
why something happened as well as how it happened, you will be able to
pinpoint the exact ways of tackling the issue or challenge.

Designed to provide direct and actionable answers to specific questions, this is

one of the world’s most important methods in research, among its other key
organizational functions such as retail analytics, e.g.

c) Predictive analysis - What will happen.

The predictive method allows you to look into the future to answer the
question: what will happen? In order to do this, it uses the results of the
previously mentioned descriptive, exploratory, and diagnostic analysis, in
addition to machine learning (ML) and artificial intelligence (AI). Like this, you
can uncover future trends, potential problems or inefficiencies, connections, and
casualties in your data.

With predictive analysis, you can unfold and develop initiatives that will not
only enhance your various operational processes but also help you gain an all-
important edge on the competition. If you understand why a trend, pattern, or
event happened through data, you will be able to develop an informed
projection of how things may unfold in particular areas of the business.

e) Prescriptive analysis - How will it happen.

Another of the most effective types of analysis methods in research. Prescriptive

data techniques cross over from predictive analysis in the way that it revolves
around using patterns or trends to develop responsive, practical business
strategies.

By drilling down into prescriptive analysis, you will play an active role in the
data consumption process by taking well-arranged sets of visual data and using
it as a powerful fix to emerging issues in a number of key areas, including
marketing, sales, customer experience, HR, fulfil-ment, finance, logistics
analytics, and others.