Brent Dykes, author of, posted the best metaphor for data analytics a year ago: The analytics marathon.

I’ve seen it countless of times, recorded a video about it and used it in all kinds of presentations myself. And now Brent Dykes updated the marathon with a new first step: Preperation!

This stands for the alignment between analytics efforts and the business strategy. I personally love, the question “in which meeting will the analysis be discussed?” before I start building a dashboard. Because it narrows down what to analyse in the first place, dependent on the target audience.

Looking forward to seeing the new analytics marathon in your presentations, as you will see it in mine :)

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