At Scoop Analytics, we’re on a mission to empower business leaders with tools that simplify data management and analytics, enabling them to make informed decisions without a background in data science.
Recently, our Co-Founder Janet Gehrmann shared her vision for the future of business intelligence (BI) and analytics on the Power Marketing Podcast with Kevin Lee.
The GA4 Transition and a Changing BI Landscape
Google’s transition from Universal Analytics to GA4 was a seismic shift in the analytics world.
For many businesses, it disrupted workflows and highlighted a broader need for tools that simplify data access and analysis.
Janet discussed how this transition, coupled with Google’s acquisition of Looker, has shaped market demands.
“GA4 and Looker are great for certain use cases, but they’ve also left a gap for non-technical teams,” Janet noted.
This approach resonates with businesses seeking to unify data from disparate sources into a single, actionable dashboard—without the headaches of traditional BI systems.
AI and Analytics: Striking the Right Balance
Artificial intelligence is reshaping industries, and analytics is no exception.
Janet highlighted the promise of AI in automating tasks and generating insights but warned of its limitations.
“Large language models like GPT are impressive, but they’re not perfect with numbers,” Janet said. “AI-generated forecasts, for example, require human oversight to ensure accuracy.”
Janet’s advice?
Understand the origins of your data and be cautious about over-reliance on AI, particularly for numerical analysis.
Why Asking “Why” Matters
Janet stressed the importance of context in data analysis.
Beyond tracking KPIs, teams must understand the “why” behind their metrics to unlock actionable insights.
“Numbers tell a story, but it’s up to us to ask the right questions,” Janet explained. “Why is a particular metric trending up or down? What external factors are influencing the data? When you dig deeper, you move from reactive decision-making to proactive strategy.”
Data Challenges in a Fragmented World
Janet also touched on the ongoing challenges businesses face with data silos and fragmented systems.
From decentralized data warehouses to non-compliance in data entry, these issues can derail analytics efforts.
“Garbage in, garbage out—it’s a saying for a reason,” Janet remarked. “Even the best BI tool can’t fix bad data. That’s why we emphasize good data hygiene and proper system setup.”
She also discussed the pursuit of the elusive “single source of truth” in analytics, where teams can rely on a unified view of their data.
While achieving this may not always be feasible, Scoop Analytics helps businesses get as close as possible by streamlining data integration and reducing silos.
The Secret to Success
One of Janet’s key messages was the importance of iteration.
Whether it’s refining a CRM system, improving a marketing campaign, or enhancing a BI tool, continuous improvement is essential.
“Your systems will never be perfect—and that’s okay,” Janet shared. “The goal is to keep iterating, keep learning, and keep getting better.”
Empowering Businesses for the Future
As the conversation wrapped up, Janet reflected on the future of analytics.
From advances in AI to new challenges in data compliance, the landscape is evolving rapidly.
But one thing remains constant: the need for tools that empower users to make smarter, faster decisions.
“Scoop Analytics is about more than just dashboards,” Janet concluded. “It’s about transforming how businesses think about and use data.”
Are you ready to simplify your data strategy? Discover how Scoop Analytics can help you turn complex data into actionable insights.
Explore Scoop Analytics today!
Scoop Team
At Scoop, we make it simple for ops teams to turn data into insights. With tools to connect, blend, and present data effortlessly, we cut out the noise so you can focus on decisions—not the tech behind them.
