我花了很多时间思考数据、分析以及我们如何帮助客户理解信息。从表面上看，分析似乎纯粹是客观的——只是事实、数字和趋势。但在这个行业工作的这些年里，我开始意识到数据分析中有一个不容忽视的深刻情感成分。数字化转型网szhzxw.cn
在商业智能的早期，分析只存在于数据科学家和定量专家的领域。它需要多年的专业培训才能从数据中提取见解。对于普通业务用户来说，分析是遥不可及的，有时甚至被锁定在黑盒算法中。数据不是赋予决策权力，而是经常提出的问题多于答案。数字化转型网szhzxw.cn
但是，信息革命与软件即服务的巨大增长相结合，使数百万人掌握了分析服务。如今，小企业主可以像当年的财富 500 强高管一样高效地运行报告。这种民主化从根本上改变了我们与数据的关系。分析不再只是一种技术工具，它已深深植根于工作流程、战略和运营中。如果使用得当，它是一个令人难以置信的增长杠杆。但是，当分析未能达到预期时，它可能会引发强烈的情绪反应——沮丧、困惑，甚至害怕做出错误的业务举动。数字化转型网szhzxw.cn
从本质上讲，无效的分析会主动模糊判断，而不是澄清复杂的决策。用户感到困惑，缺乏做出数据驱动型业务选择所需的清晰度和信心。这种普遍的不满标志着当今大多数SaaS公司都错失了机会。
随着分析现在为跨角色和行业的用户提供关键工作流程，这种未能提供直观、强大的分析的失败代表了具有前瞻性思维的 SaaS 公司可以通过将分析功能作为其产品的核心来填补的空白。我们的报告量化了公司目前提供的内容与用户在分析方面真正需要的内容之间的这种脱节。数字化转型网szhzxw.cn
获胜的公司是那些认识到分析的情感共鸣并加倍努力赋予用户权力的公司。即使在办公室之外，我们也看到了数据不再仅仅是功能性的证据。这是个人的。跑步热潮就是您的最佳选择，运动员们一丝不苟地跟踪表现并争取新的个人最好成绩。我们希望我们的指标有意义，当他们让我们失望或留下未回答的问题时，我们会感受到这一点。
我在自己的员工身上看到了这一点，他们中的许多人详细记录了他们的跑步和骑自行车。他们的动机是数字和它们所代表的东西——进步、改进和实现他们的目标。从本质上讲，这就是分析应该实现的目标。我们都希望构建的工具不仅显示数据，而且激发那些“啊哈！”时刻，让用户有信心做出大胆的决定。
当然，不同的角色需要不同的洞察力。当高管们寻求高水平的 KPI 时，一线分析师需要更深入地挖掘具体细节。会计师应该看到利润驱动因素，而营销人员将专注于活动漏斗指标。为了推动采用和情感，分析必须量身定制且直观。不再需要在难以理解的数据转储中拖网，这些转储提出的问题多于答案。
与其将分析视为一种机械工具，我们必须认识到它统一逻辑和感觉的能力。当分析将员工与业务成果联系起来并赋予他们对数字的所有权时，它就会变得真正具有变革性。领导者应该将这种隐藏的情感层面视为在各个层面建立信任和一致性的机会——不仅仅是个人贡献者，而是整个组织结构图。
但是，解决分析挫折流行病需要的不仅仅是良好的意图。需要齐心协力才能以用户为中心，并提供实时、可操作的见解。当然，在内部建立这种能力可能是一个巨大的挑战。专门知识稀缺，进展缓慢。这往往会让团队失望，客户得不到服务。数字化转型网szhzxw.cn
这就是专门构建的嵌入式分析平台如此有价值的原因。借助正确的技术，见解将成为用户体验中无摩擦的一部分，而不是一个脱节的过程。数据集成、建模、可视化等基础知识在幕后处理，因此产品团队可以专注于重要的事情：构建用户喜爱的功能。不再需要与基础设施和管道胶带脱节的系统作斗争。
将蓬勃发展的公司认识到分析正在出现的情感共鸣。有一个明确的任务是加倍通过人们已经每天使用的产品来提供实时、量身定制的见解。数字化转型网szhzxw.cn
当分析提供清晰而不是混乱时，它会点燃意义和所有权的火花，激励员工和客户。
最终，这些是改变我们工作和决策方式的工具。现在的机会是用分析来领导，为头脑和心脏提供信息。
英文原文：数字化转型网szhzxw.cn
Analytics and Emotion: An Evolution in Business Intelligence
Bridging the gap between how SaaS companies promote analytics and users’ actual experiences.
I spend a lot of time thinking about data, analytics, and how we help our customers make sense of information. On the surface, analytics may seem purely objective — just facts, figures and trends. But over my years in this industry, I’ve come to realise there is a profoundly emotional component to data analysis that cannot be ignored.数字化转型网szhzxw.cn
In the early days of business intelligence, analytics lived exclusively in the realm of data scientists and quantitative experts. It required years of specialised training to extract insights from data. For the average business user, analytics was out of reach, sometimes literally locked away in black box algorithms. Rather than empowering decisions, data often raised more questions than it answered.
But the information revolution combined with the enormous growth of software-as-a-service has put analysis into the hands of millions.
Today, a small business owner can run reports as efficiently as a Fortune 500 executive back in the day. This democratization has fundamentally changed our relationship with data. Analytics is no longer just a technical tool — it’s become deeply ingrained in workflows, strategies, and operations. When used right, it’s an incredible lever for growth. But when analytics fail to meet expectations, it can trigger strong emotional responses — frustration, confusion, and even fear of making the wrong business move.数字化转型网szhzxw.cn
Essentially, ineffective analytics actively clouds judgement instead of clarifying complex decisions. Users are left confused, lacking the clarity and confidence needed to make data-driven business choices. This widespread dissatisfaction signals an enormously missed opportunity for the majority of SaaS companies today.
With analytics now underpinning key workflows for users across roles and industries, this failure to deliver intuitive, empowering analytics represents a gap that forward-thinking SaaS companies could fill by making analytics capabilities central to their products. Our report quantifies this disconnect between what companies currently provide and what users really need when it comes to analytics.
The companies that will win are those who recognise analytics’ emotional resonance and double down on empowering their users.
Even outside the office, we see proof that data is no longer just functional. It’s personal. Look no further than the running craze, where athletes meticulously track performance and push for new personal bests. We want meaning in our metrics, and we feel it when they let us down or leave questions unanswered.数字化转型网szhzxw.cn
I see this in my own staff, many of whom log their runs and bike rides in detail. They’re motivated by the numbers and what they represent — progress, improvement, and achieving their goals. At its core, this is what analytics should enable. We all want to build tools that don’t just show data, but spark those “aha!” moments that can give users the confidence to make bold decisions.
Of course, different roles demand different insights.
While executives seek high-level KPIs, frontline analysts need to dig deeper into the nuts and bolts. An accountant should see profit drivers, while a marketer is going to focus on campaign funnel metrics. To drive adoption — and emotion — analytics must be tailored and intuitive. No more trawling through inscrutable data dumps that raise more questions than answers.数字化转型网szhzxw.cn
Instead of treating analytics as a mechanistic tool, we must recognise its ability to unite logic and feeling. When analytics connects employees to business outcomes and gives them ownership of the numbers, it becomes truly transformative. Leaders should see this hidden emotional layer as an opportunity to build trust and alignment at all levels — not just individual contributors, but across the entire org chart.
But addressing the analytics frustration epidemic requires more than just good intentions. It takes a concerted effort to put users at the centre and deliver real-time, actionable insights. Of course, building this capability in-house can be a massive challenge. Expertise is scarce, and progress is slow. This too often leaves teams disappointed, and customers underserved.
That’s why purpose-built embedded analytics platforms are so valuable.
With the right technology, insights become a frictionless part of the user experience instead of a disconnected process. The basics — data integration, modelling, visualisation — are handled behind the scenes so product teams can focus on what matters: building features users love. No more wrestling with infrastructure and duct-taping disjointed systems.数字化转型网szhzxw.cn
The companies that will thrive recognize analytics’ emerging emotional resonance. There is a clear mandate to double down on empowering real-time, tailored insights through products people already use daily.数字化转型网szhzxw.cn
When analytics delivers clarity instead of confusion, it ignites that spark of meaning and ownership that motivates employees and customers.数字化转型网szhzxw.cn
Ultimately, these are the tools that transform how we work and make decisions. The opportunity is now to lead with analytics that informs both the head and the heart.
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