What Is Data Analytics?

Understanding how analytics help organisations predict, plan, and perform.

Data analytics is how we turn raw information into something useful — it’s where the numbers start telling stories.

At its simplest, analytics means looking at data to find patterns, trends, and insights that help you make smarter decisions. It’s how businesses spot what’s working, what’s not, and what’s likely to happen next.

There are different types:

• Descriptive analytics tells you what happened.

• Diagnostic analytics explains why it happened.

• Predictive analytics looks at what’s likely to happen next.

• Prescriptive analytics suggests what you should do about it.

  
  

The magic of analytics isn’t just in the numbers — it’s in how you use them. When insights guide action, you move from guessing to knowing.

Whether it’s understanding customer behaviour, managing stock, or forecasting performance, data analytics helps you see clearly — and act with confidence.

Think of it like running a busy pub: if everyone pours their own drinks and writes their own tabs, you’ll have a mess by Friday night. Governance is what keeps the place running smoothly — everyone knows their role, the stock is tracked, and no one ends up short.

Good data governance gives you confidence. It means when someone in finance runs a report or marketing checks customer data, they can trust what they see. It’s also what keeps regulators happy and your customers’ data safe.

Start small:

• Agree who owns what.

• Keep records clean and consistent.

• Create a clear path for how data flows through your business.

  
  

Governance isn’t bureaucracy — it’s peace of mind. And once you have it, the rest of your data strategy actually makes sense.