From raw data to better decisions.

Write the question first

Clarify which decision the report should support. This identifies relevant measures and prevents a wall of unrelated metrics.

Check quality and definitions

Document where data came from, how fields are defined, what is missing and how often information is updated.

Choose a useful visual

Use comparisons for differences, trends for change over time and tables when precise values matter.

Add context

A number without a baseline, target, period or explanation can mislead. Show the context needed to interpret it fairly.

Create a feedback loop

Ask whether users can answer the original question quickly. Remove low-value metrics as decisions change.

Technology should solve a clearly defined problem and make the next step easier.