The Data Mirage - Ruben Ugarte

The importance of data doesn't need an introduction or a fancy pitch deck. Data plays a critical role in helping companies to better understand their users, beat out their competitors and breakthrough their growth targets. However, despite significant investments in their data, most organizations struggle to get much value from it. According to Forrester, only 38% of senior executives and decision-makers "have a high level of confidence in their customer insights and only 33% trust the analytics they generate from their business operations." This reflects the real world that I have experienced. In this book, I will help readers formulate an analytics strategy that works in the real world, show them how to think about KPIs and help them tackle the problems they are bound to come across as they try to use data to make better decisions. The overall goal of this book is to help readers find actionable insights within their data. For example, I helped one client use data to discover a bug that was preventing over 50% of their users from actually using their product. Another client realized that one of their marketing channels was driving 80% of their sales and were able to decrease their marketing costs by optimizing their campaigns around this channel. These are the types of insights that will be available to all readers after going through this book.