There’s one kind of data that triggers the “huh… that’s interesting” reaction.
And then there’s the other kind - the data that sparks a flurry of ideas, cross-team discussions, and a concrete action plan.
If you want to truly influence decision-making, you need to get good at separating the two.
Why the distinction matters
Not all metrics deserve the same attention. Many are descriptive, they tell you what happened, but not what to do next. Others are prescriptive, they point directly toward the next step.
It’s the latter that drives measurable business impact.
When you focus on “needle-moving” data, you cut through the noise, earn stakeholder trust, and build a track record of delivering value.
How to identify data that moves the needle
1. Clear line to action
Ask: If this metric changes, will anyone actually do something differently tomorrow?
Vanity metric: “Time on page increased by 10%.”
Actionable metric: “Visitors who spend 2+ minutes on page convert 3x higher; run targeted campaigns to extend dwell time.”
2. Tied to core business outcomes
A metric can be statistically significant but strategically irrelevant.
Irrelevant: “Our email open rate improved by 5%.”
Relevant: “The open rate lift drove 800 more sign-ups, adding $45K in projected revenue.”
3. Context is baked in
A single number can mislead without historical trend, benchmark, or segmentation.
“10% churn” sounds bad… until you know last month was 15%, or that industry average is 12%.
4. Directional, not just descriptive
Descriptive: “Users drop off after Step 3.”
Directional: “Users drop off after Step 3 because credit card entry is required; removing that field increased completion by 15%.”
5. Validated by more than one source
Corroborate critical insights using multiple datasets or methods. If product analytics show a spike in engagement, cross-check with survey feedback or customer interviews to confirm the why.
Now, don’t get me wrong — both kinds of data have value. The “interesting” insights spark curiosity, surface new hypotheses, and broaden understanding.
But when you’re short on time or resources, using this framework will help you zero in on the insights most likely to drive meaningful change.
After-all, your value as a data professional isn’t in finding more data — it’s in finding the right data. Over time, the insights you prioritize will shape your reputation. People will come to you not just for numbers, but for clarity, direction, and results.