When looking at data, there is a critical distinction between data that is information and date that is insight.

Information describes an event. Insight helps explain something about the event.

In consulting, we used to talk about avoiding an "elevator analysis", one that simply described the data like you would when watching an elevator go up and down a shaft. This data describes the event, but doesn't explain any patterns in the data that provides deeper insight into the behavior.

Insight is data that illuminates patterns of behavior that empowers decisions to be made.

The most rewarding part of being a consultant is when you provide a client a data story that immediately empowers action.