The Gap Between Data and Data Transformation

I spend a lot of time looking at customer data, analytics, and how to help my customers make sense of information. On the surface, analytics may seem purely objective -- just facts, figures, and trends. But over my 17 years in this industry, I've come to realize there is a profoundly emotional component to data analysis that cannot be ignored.

Now what do I mean by saying "emotional data"? This is where I see leaders and teams hold too much data at the wrong level. Doing this causes "in the weeds" conversations that should be at the next Tier or level.

Analytics is no longer just a technical tool -- it's become deeply ingrained in workflows, strategies, and operations. When used right, it's an incredible lever for growth. But when analytics fail to meet expectations, it can trigger strong emotional responses -- frustration, confusion, and even fear of making the wrong business move.

Essentially, ineffective analytics actively clouds judgment instead of clarifying complex decisions. Users are left confused, lacking the clarity and confidence needed to make data-driven business choices. This widespread dissatisfaction signals an enormously missed opportunity for the majority of high-performing teams today.

Most teams are motivated by the numbers and what they represent -- progress, improvement, and achieving their goals. At its core, this is what analytics should enable. I want a solution that doesn't just show data but sparks those "aha!" moments that can give users the confidence to make bold decisions. This results in empowering decisions at the right level, vs too much data that often raises more questions than it answers.

Now I do factor in that different roles demand different insights. While executives seek high-level KPIs, where frontline leaders may need to dig deeper into the nuts and bolts. A quality manager might focus more on high-level NC's (non-conformances) vs a warehouse lead who would focus on how many product SKUs have to go out the door type metrics. From my experience to REALLY drive adoption -- and emotion -- analytics/data must be tailored and intuitive.

When analytics connects employees to business outcomes and gives them ownership of the numbers, it becomes truly transformative. Leaders should see this hidden emotional layer as an opportunity to build trust and alignment at all levels -- not just individual contributors, but across the entire org chart.

When the "RIGHT" metrics deliver clarity instead of confusion, it ignites that spark of meaning and ownership that motivates employees and customers. Ultimately, this bridges the gap and makes our team truly transformative with how we work and make decisions.

Michael Watkins, VP of Information and Product Technology, Competitive Solutions, Inc.