Analytics "So What?" Method
PROTransform raw metrics into actionable business insights using the "So What?" methodology to bridge the gap between data and decisions.
Example Usage
Our checkout abandonment rate jumped from 18% to 26% yesterday. Walk me through what might be causing this and what I should check first. Assume I have access to technical logs, user session recordings, and my conversion funnel data.
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Suggested Customization
| Description | Default | Your Value |
|---|---|---|
| Percentage change that triggers investigation (e.g., any metric moving ±20% gets root cause analysis) | 20% | |
| How many levels deep to segment data (e.g., source → device → browser) | 3 | |
| Historical context to examine when analyzing metric changes | 30 days | |
| Communication style: 'technical' (methodology focus), 'moderate' (findings focus), 'executive' (business impact only) | moderate | |
| Statistical significance required before claiming a finding is real | 95% | |
| Recommendation priority: 'critical' (act immediately), 'medium' (schedule within sprint), 'low' (consider for next cycle) | medium |
Research Sources
This skill was built using research from these authoritative sources:
- Consumer Insights: 'So What' & 'Now What' Data for Advantage Comprehensive article defining 'So What' as meaningful interpretation and 'Now What' as actionable strategies
- Data Interpretation: The Ultimate Guide to Turning Data Into Insights Differentiates data analysis (the 'how') from data interpretation (the 'so what?'); structured methodology
- What is website analytics? Understand customer journeys Adobe's explanation of why metrics alone fall short without interpretation and context
- What Are Website Analytics? 8 Tips for Better Website Metrics Distinguishes between metrics (answer 'what happened?') and analytics (answer 'why?' and 'what should we do?')
- Data storytelling: Adding meaning to metrics How to merge data science, visualization, and narrative to translate raw metrics into organizational impact
- How to Use Analytics to Support Data Storytelling Structure narratives around data with clear characters, setting, conflict, and resolution
- Turn Data into Actionable Insights: A Practical Guide Four-stage framework: data preparation, pattern discovery, findings communication, and action translation
- How To Fix a High Bounce Rate Without Redoing Your Site Practical bounce rate interpretation: diagnosing root causes (speed, messaging, content) and implementing targeted fixes
- Metrics Dashboards: Everything You Need to Know How metrics dashboards transform numerical data into visual insights that drive real-time decision-making
- How to answer the 'so what' questions in an analysis Community perspective from experienced data scientists on addressing 'So What?' gaps and staying business-focused