After publishing an in-depth article on Descriptive Analytics, Econsultancy writer Jeff Rajeck has published a second article focused on Diagnostic Analytics.

Rajeck says, “Previously, we discussed how descriptive analytics will tell you what just happened. To understand why, however, you need to do some more work. You need to perform diagnostic analytics.

In many cases, when there is a single ‘root cause’ of the situation, diagnostic analytics can be quick and simple – you just need to find that root cause.

But, if no root cause is apparent, then you need to use diagnostic techniques to discover a causal relationships between two or more data sets.

The analyst also needs to make it clear what data is relevant to the analysis so that the relationship between the two data sets is clear”.

Analytics approaches every marketer should know #2: Diagnostic analytics

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