Sometimes when I’m putting together insights, I find that I don’t always have the answers...sometimes there are a lot of unknowns. Do you experience this? Do you find it discouraging?

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You never will, you need to push the buyers, strategy ppl, etc to help you get the answers. We know the what usually not the why. Get a process in place to find the why.


Thank you! This is helpful.

You seem like the kind of analytics person that most people want to work with. One who finds an interesting insight and dives in vs. finding something and jumping to conclusions to tell the client that the flashlight app drives performance because people click on it


MD1 is a real one for this comment


Yes, you do have to work with media and or/strategy to fill in the gaps. They have the context and context is the key.


Truth ☝️


Correct. Start with a guess at why and make sure planning knows its just a tbd idea - make a meeting to sit down and try to figure out what the story about performance can be.


That’s the fun of research! If there weren’t any unknowns we wouldn’t be necessary.


I find it interesting that a lot of people mentioned partnering with strategy. While I think that's a good practice, I think analysts need to be able to tell a story without them in the room. Agencies think too often that Analytics teams can't think for themselves. Meanwhile if you go client-side, experienced analysts need to have these communication skills. Don't settle for leaving storytelling up to others, it's probably the most critical skill a great analyst can have.


But why waste the time and billable hours if someone knows the answers that will get you there faster? Yes, you may get there eventually, but use your resources.


Guessing this has to do with reporting?

Reporting or questions from a client, as well as questions from strat/investments.

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