Business Intelligence & Analytics

Turning operational data into something a team can actually rely on.

Most reporting problems are not visualisation problems. They are questions of what is being measured, whether the underlying data supports the claim, and whether anyone acts on the result. DeepTeal starts there.

Two teams reporting the same monthly figure. Neither is wrong: each is correct against its own definition, and the gap widens as the definitions drift apart. Closing it is a decision about what the number means, not another dashboard.

Areas of work

Business intelligence and reporting Designing reporting layers and dashboards around specific decisions, standardised so that numbers stay comparable across teams.
Data marts and analytical models Structuring data for analysis so that metrics stay consistent as the questions asked of them change.
Analysis and measurement Investigating a specific question properly, including whether the available data can answer it, and saying so when it cannot.

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