Step one of the data analysis process should be to clearly state and understand the business objective.

This can be start as simple as “we need to increase sales or increase revenues.”

Then, through discussions with business stakeholders such as executives, product management, sales and marketing, the objective should become more specific and actionable. From “increase sales” it may become: “find the best product to offer customers based on their buying history.” The second statement is more specific and actionable and aligns with “increasing sales.”

This objective may be even further refined into very specific statements that lend themselves to analytical solutions.