If you are asking the wrong question, the answer does not matter.
Analysts spend a lot of hours answering questions which may not help the business:
- How much traffic is our website getting?
- Did we increase brand awareness?
- What is the size of our email database?
- How much revenue are we projected to make tomorrow?
Do you see what's wrong with these questions? Answering any of these in isolation will not produce information to act on. Think about what possible answers would affect your decision making process before asking people to try and find answers. Better yet, train your employees to ask the right questions while you put your focus elsewhere!