An organisation can collect plenty of data and still struggle to answer a straightforward business question. Analytics helps bridge that gap by examining information, identifying patterns and assessing what the findings mean for a decision.

Useful analysis depends on context. A change in sales, customer behaviour or operational performance may have several explanations. Testing assumptions and communicating uncertainty are therefore part of the work, alongside technical skills.

If you are exploring analytics careers or postgraduate study, consider the kinds of questions you would like to investigate. UNSW Online’s articles offer perspectives on developing analytical capability, applying data to business problems and evaluating further study. Relate these ideas to your own work, whether you want to become an analyst or use data more effectively in your current role.