Understanding Actionable Insights From Data

Let me share a personal story that changed my perspective on data's role in decision-making. Picture this: I'm on the New York subway platform, staring at the digital display. "Next train: 6 minutes." Useful? A bit. But I've already swiped my card and committed to this train line. All I can do is figure out how to best use the wait time. This is classic Business Intelligence (BI) - information that's useful but not action-oriented. Now, fast forward a few years. The MTA installs displays outside the stations. Seeing a 6-minute wait for the local train, I now have a choice. It's a 4-minute walk to the express station. Stay or go? This is Decision Intelligence (DI) - the power of right place, right time delivery. The same principle applies to our role as CDOs. We often pour resources into creating insights, reports, and metrics, but then neglect that crucial last mile - getting the right information to the right person at the right time. Here's how we can shift from BI to DI in our organizations: 1. Identify Key Decision Points Where in the business cycle are your stakeholders making critical decisions? That's where your data products need to be integrated and ready to use. 2. Focus on Actionable Insights Don't just report what happened. What's relevant to the decision-maker? Is your insight in the "good to know" category or the "option A is vastly better" category? 3. Optimize the Last Mile Think about how you're delivering insights. Are they embedded in the decision-making process or sitting in a separate report? This shift isn't just about technology - it's about positioning data as a profit enabler, not a support function - from data aware to data driven. This is how we move from being seen as a cost centre to becoming a strategic partner directly contributing to the core objectives of the business. *** 2500+ data executives are subscribed to the 'Leading with Data' newsletter. Every Friday morning, I'll email you 1 actionable tip to accelerate the business potential of your data & make it an organisational priority. Would you like to subscribe? Click on ‘View My Blog’ right below my name at the start of this post.

Data is only powerful if people understand and act on it That’s why just pulling numbers isn’t enough. A good report tells a story, answers key business questions, and helps decision-makers take action. To ensure your analysis actually gets used: ✅ Start with the right question – If you don’t understand what stakeholders really need, you’ll spend hours on the wrong metrics. It’s okay to ask clarifying questions. ✅ Make it simple, not just accurate – Clean tables, clear charts, and insights that anyone (not just data people) can understand. ✅ Provide context, not just numbers – A 20% drop in sales is scary… unless you also show seasonality trends and explain why it’s normal. ✅ Anticipate follow-up questions – The best reports answer the next question before it's asked. ✅ Know your audience – A C-suite executive and a product manager don’t need the same level of detail. Tailor accordingly. Your work should make decision-making easier. If stakeholders are confused, they won’t use your report No matter how technically correct it is. The best data professionals don’t just crunch numbers. They translate data into impact. Have you ever spent hours on an analysis only for no one to use it?

After weeks of research, my coworker and I sent leadership what we thought was a game-changing finding. People nodded. Then ignored it. Why? Here’s what I’ve learned since:  Most insights fall into four categories, but only two actually drive action. The 4 insight categories: —— 1. Aligned & Actionable ↳ tied to a goal, KPI, or team priority ↳ points to a clear next step 2. Costly Blind Spot ↳ not a current priority BUT ↳ reveals hidden risk or value 3. Nice to Know ↳ interesting but changes nothing ↳ descriptive, but not decision-driving (warning: this is where most analysts get stuck) 4. Unclear or Incomplete ↳ no clear next step or "so what" ↳ risks losing your audience's trust —— TL;DR If it doesn’t inform a decision or spark action, it’s not ready for primetime. I'm breaking down each of the 4 categories in more detail (plus how to handle them) in this week’s newsletter. Click “View my newsletter” at the top of this post for the latest issue: “Read this before sharing your next finding.” —— 👋🏼 I’m Morgan. I write about data viz, storytelling, and how to make your insights actually land with your audience.