Expert Insights: Stop Data Projects From Failing

Nearly 70% of businesses feel their data isn’t actionable. Are you tired of drowning in information but starving for genuine expert insights that can actually move the needle in your technology strategy? It’s time to cut through the noise and get to what truly matters.

The 85% Problem: Why Data Projects Fail

A recent Gartner study revealed a harsh truth: 85% of data projects fail to deliver the expected return on investment. [Gartner](https://www.gartner.com/en/newsroom/press-releases/2019-02-18-gartner-survey-shows-87-percent-of-organizations-have-low-maturity-in-data-analytics) That’s a staggering figure. We’re talking about millions of dollars poured into data collection, analysis, and visualization, only to end up with…what, exactly? Pretty charts that don’t translate into tangible business outcomes?

I’ve seen it firsthand. I had a client last year, a mid-sized SaaS company based here in Atlanta, who invested heavily in a new data analytics platform. They collected tons of data on user behavior, website traffic, and marketing campaign performance. But they didn’t have the right expertise to interpret that data and turn it into actionable strategies. They ended up spinning their wheels for months, wasting time and resources, before finally bringing in a consultant (us) to help them make sense of it all. As many companies learn, tech adoption can be a challenge.

What does this mean? It means that data alone is not enough. You need expert insights to bridge the gap between raw data and strategic decision-making. You need someone who can look at the numbers and tell you what they really mean, what actions you should take, and what results you can expect.

The Qualitative Data Deficit: Numbers Don’t Tell the Whole Story

While quantitative data (the numbers) is essential, it only paints half the picture. According to a Forrester report, companies that combine quantitative and qualitative data are 24% more likely to exceed their revenue goals. [Forrester](https://www.forrester.com/) Why? Because qualitative data provides the “why” behind the “what.” It helps you understand the motivations, needs, and pain points of your customers.

Think about it. You can track how many users click on a particular button on your website. That’s quantitative data. But you don’t know why they clicked on that button unless you talk to them. Did they find the button helpful? Were they confused by the surrounding text? Were they trying to accomplish something else entirely?

I remember a project we did for a local healthcare provider, Piedmont Healthcare. We were helping them improve the patient experience on their online portal. The quantitative data showed that a lot of users were dropping off at a particular point in the registration process. But it wasn’t until we conducted user interviews that we discovered the reason: the form was too long and complicated, and users were getting frustrated and giving up. This is a prime example of why tech fails can often be traced to bad how-to guides.

The lesson? Don’t rely solely on numbers. Invest in qualitative research, such as customer interviews, focus groups, and usability testing. Talk to your customers. Understand their needs. And use those expert insights to inform your data analysis and decision-making.

The Expertise Verification Gap: Not All Experts Are Created Equal

In the age of LinkedIn and self-proclaimed gurus, it’s more important than ever to verify the credentials and track record of any expert you hire. A study by the National Bureau of Economic Research found that the impact of expert advice varies significantly depending on the expert’s actual skill and experience. [National Bureau of Economic Research](https://www.nber.org/) That’s hardly surprising, is it? But here’s what nobody tells you: a fancy degree or a long list of publications doesn’t guarantee that someone is a good fit for your specific needs. It’s crucial to understand tech team myths before bringing someone new on board.

How do you separate the wheat from the chaff?

• Check their references. Talk to their previous clients. Ask about their experience working with the expert. Did the expert deliver on their promises? Did they provide valuable insights? Were they easy to work with?
• Look for independent validation. Has the expert been featured in reputable publications? Have they won any awards or recognition in their field? Are they actively involved in professional organizations?
• Assess their communication skills. Can the expert explain complex concepts in a clear and concise manner? Can they tailor their advice to your specific needs and context? This is critical.

We ran into this exact issue at my previous firm. A client hired a data science “expert” with impressive academic credentials. But the expert struggled to communicate his findings to the business stakeholders, and his recommendations were often impractical and out of touch with the realities of the business. The project was a disaster.

The Actionable Insights Paradox: More Data, Less Clarity?

We’re drowning in data, but are we actually gaining clarity? A survey by Accenture found that 64% of executives struggle to derive actionable insights from their data. [Accenture](https://www.accenture.com/) That’s a paradox, isn’t it? We have more data than ever before, but we’re less able to use it effectively. If you are feeling overwhelmed, remember to take smart steps to stay ahead.

Why is this happening? One reason is that we’re often focused on the wrong metrics. We’re tracking vanity metrics that look good on a dashboard but don’t actually drive business results. Another reason is that we’re not asking the right questions. We’re collecting data without a clear purpose or hypothesis in mind.

Here’s how to break the paradox:

• Start with the business problem. What are you trying to achieve? What questions are you trying to answer?
• Identify the key metrics. What metrics will help you measure your progress towards your goals?
• Focus on actionable insights. What actions can you take based on the data?

For example, let’s say you’re a marketing manager at a local tech company, SalesLoft. You want to increase the number of qualified leads you’re generating from your website. Instead of tracking vanity metrics like website traffic and social media followers, you should focus on metrics like lead conversion rate, cost per lead, and customer acquisition cost. And instead of simply collecting data, you should ask questions like: What are the most common reasons why people leave our website without converting? What are the most effective marketing channels for generating qualified leads? What are the key attributes of our most successful customers?

Challenging Conventional Wisdom: The Myth of the “Data-Driven” Decision

Here’s where I’m going to disagree with some of the conventional wisdom. We often hear about the importance of being “data-driven.” The idea is that we should make all of our decisions based on data, and that intuition and gut feeling have no place in the modern business world.

I think that’s nonsense.

Data is a valuable tool, but it’s not a substitute for human judgment. It can help us identify patterns, trends, and correlations. But it can’t tell us what to do. It can’t tell us what’s right or wrong. It can’t tell us what’s ethical or unethical.

Sometimes, you have to go against the data. Sometimes, you have to trust your gut. Sometimes, you have to make a decision based on your values, even if it’s not the most “data-driven” thing to do.

I remember a time when we were working with a financial services company. The data showed that they could increase their profits by charging higher fees to their customers. But the CEO felt that this would be unethical, as it would disproportionately harm their lower-income customers. He decided to forgo the extra profits and maintain their existing fee structure. It was a decision that wasn’t driven by data, but it was the right thing to do. As we’ve noted before, tech isn’t always the answer.

Data is a powerful tool, but it’s important to use it wisely. Don’t let it blind you to your values or your intuition. And don’t be afraid to challenge the conventional wisdom.

The real power of expert insights isn’t about accumulating more data; it’s about filtering, understanding, and applying the right information to make informed decisions. Start small. Pick one critical business question, find a genuine expert, and focus on getting one actionable insight that drives tangible results. That’s how you turn data into dollars.