Dean Levitt highlights critical success factor and web analytics and his point is valid for all data and analytics. Data is stupid - it's just raw material. Business and public sector personas need to know what is important to analyse, how complete the data is and what the hell they are going to do once they have insightful analysis. What action will they take? Analysts may be the ones seeking the meaning of life to offer new insights to us mere mortals. We, however, have jobs to do and need clear plans that detail what action we will take and in what priority. Good reminder to think before dancing to the tune of sizzlingly beautiful dashboards and reports