How to Become a Better Analyst?

This is a question I get often: “How can I improve my analytical skills and become a better Analyst?”

The short answer is: be less of an Analyst and more of a business person. At first, this might sound counterintuitive, so let me explain. If I assume that you, as an Analyst, have already mastered the technical aspects - crunching data, integrating multiple data sources, and visualizing results - the next step is answering challenging business questions.

READ THAT PARAGRAPH AGAIN!

The moment you consciously start showing interest in the business details behind the data you’re analyzing, it will shape the way you approach your work. Let me give you an example:

Imagine your job is to prepare weekly reports on website traffic, conversion rates, and customer retention. It’s all straightforward until your manager asks, “Why are our conversion rates dropping this quarter, and what should we do about it?”

If you approach this purely as an Analyst, you might focus on crunching numbers: checking website performance, identifying traffic sources, and comparing metrics. You’d likely produce a beautifully detailed report filled with charts and graphs that highlight the problem.

But if you approach this as someone who truly understands the business, your mindset shifts. Instead of merely presenting the data, you start thinking like a business owner and asking deeper questions:

Who are our customers?
What might have changed in their preferences?
How are competitors performing during this period?
Did we make any changes to pricing, promotions, or the website experience that could be affecting behavior?

All of these are business questions. With this mindset, you start digging deeper:

Analyze cart abandonment rates: Are customers dropping off during the checkout process?
Review seasonal patterns: Is this decline typical for this time of year?
Compare performance against competitors: Are they offering better promotions or experiences?
Gather customer feedback: Conduct surveys or analyze reviews to uncover frustrations like “Shipping costs are too high” or “Items are out of stock.”

Armed with this deeper understanding, you don’t just report the drop in conversion rates. Instead, you return with actionable recommendations:

Simplify the checkout process by reducing the number of steps.
Launch a targeted marketing campaign offering free shipping for orders over a certain amount.
Restock popular items based on recent trends and demand patterns.

Now, your manager or stakeholder doesn’t just get the "WHAT" but also the "WHY" and, most importantly, the "how" to address the issue. This level of curiosity, combined with business-focused thinking, transforms you from an Analyst into a trusted advisor for decision-making. Your value as an Analyst instantly multiplies.

OK. How to Start Thinking Like a Business Person?

So, how do you begin this transformation? Start by regularly meeting and talking with people responsible for business results. Understand their daily challenges, priorities, and goals - their bread and butter. Learn the language of the business, and immerse yourself in the broader context behind the numbers.

This is step one to becoming a business partner - someone who doesn’t just support the business but steers its operations and contributes to strategic decision-making.

Cheers,

P. :)

Pavel Brecik

Web Analytics Evangelist

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