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What is Data Discovery?

One of the most important new trends in the business intelligence industry is Data Discovery. It's a departure from traditional business intelligence in that it emphasizes interactive, visual analytics rather than static reporting.

The goal of data discovery is to work with and enable people to use their intuition to find meaningful and important information in data. This process usually consists of asking questions of the data in some way, seeing results visually, and refining the questions. Contrast this with the traditional approach which is for information consumers to ask questions, which causes reports to be developed, which are then fed to the consumer, which may generate more questions, which will generate more reports.

The reason data discovery is gaining so much momentum is because it allows information consumers to move much faster. The answer to a question arrives immediately and can be thrown away in favor of a better question, and this can be repeated indefinitely, there is no lead time. Traditional business intelligence requires development time, which causes the questions to be "stickier"--if the question is wrong you're often hesistant to throw away the original work and start over, so the report is tweaked and refined until some semblance of an answer can be found, and at that point a new question can be asked and the process starts over again. Data discovery allows users to throw away work if it proves to be unuseful, it makes insight both disposable and a renewable resource.


This is process is often referred to as "exploratory analytics" or "investigative analytics" due to its iterative process and the way you "follow your nose" through your data. It's easily the most radical shift that business intelligence has seen in the past 20 years. Data discovery embodies using technology to augment human capabilities, which is very often proven to be more effective than humans alone, or technology alone. Shyam Sankar recently gave a wonderful TED talk on this topic and why it is important, it would be worth your while to watch it:

Because of this symbiotic workflow--you might even say necessitated by it--data discovery tools are often much easier to use than traditional business intelligence tools. They're intended to be used by the end users of the information, not by an IT department or developer, and so much of the complexity has been abstracted away and made invisible. It's much more complex to develop these tools, but much, much easier to use them.

For example in the hands of an advanced user, excel could be considered a data discovery tool--it does in fact allow easy navigation of data and quick, interactive question asking. In fact Microsoft often touts it as a data discovery tool. However, it fails the smell test in that it requires extensive training in Excel to be able to proficiently use it in a "real" data discovery method, and most business users don't have that much time to invest.

Data discovery tools often tend to be more visual and interactive than traditional reporting is. They employ radical new data visualization methods--charts, graphs, infographics, and so on--to display the results and prompt the user to new insights and ideas. In fact, data discovery has often been referred to as "visual data mining".

The most exciting aspect of data discovery in our opinion is the trend towards simplicity and ease of use, which will open up the wonders of analytics to a much wider audience over time.


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Jeremy Kolb

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