1. 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...