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A Leader’s Guide to Data Analytics by Author Name (@KelloggSchool) – Kellogg School
In recent years, data science has become an essential business tool. With access to incredible amounts of data—thanks to advanced computing and the “Internet of things”—companies are now able to measure every aspect of their operations in granular detail.

But many business leaders, overwhelmed by this constant blizzard of metrics, are hesitant to get involved in what they see as a technical process.

For Florian Zettelmeyer, a professor of marketing and faculty director of the program on data analytics at the Kellogg School, managers should not view analytics as something that falls beyond their purview. “The most important skills in analytics are not technical skills,” he says. “They’re thinking skills.” Managing well with analytics does not require a math genius or master of computer science; instead, it requires what Zettelmeyer calls “a working knowledge” of data science. This means being able to separate good data from bad, and knowing where precisely analytics can add value.

Image Credit: Yevgenia Nayberg

Read the article: http://insight.kellogg.northwestern.edu/article/a-leaders-guide-to-data-analytics