Understanding the different outputs 1. Data 2. Reporting 3. Analysis 4. Insight Raw information Example: The contents of your spreadsheet or the output of a database query Data collected together and delivered regularly Example 1: What’s new? New sign ups this week Example 2: How are we doing? Income month to date Summarised and visualised data Example: What has happened? Graph comparing income from campaigns over time Interpretation of analysis Example: Why did it happen and what should happen next? This campaign did better than others because… so next campaign we should use... or test...