Dashboards are important because they:

However, they can also be very dangerous. If your job requires you to interpret data and create actionable items you must have access to all the data. Don’t rely on someone to prepare a dashboard for you. Here why:

The web analytics professional must convert data into understanding in the same way that expert weather forecasters analyze their information

Talented web analytics professionals know that the data is only half the storey. Intuition and experience are needed to interpret the data and dashboards can get in the way. To learn more, read Gary Klein’s book, The Power of Intuition. This blog post is based on his analysis of comparing expert vs. average weather forecasters.