Why the distinction matters.
DATA
Raw records. Transactions, timestamps, entries.
Meaningless on its own.
INFORMATION
Data organised and summarised. Totals, averages, comparisons.
Tells you what happened.
INSIGHT
An understanding that changes what you do.
Tells you what to do about it.
WHY THIS MATTERS
Most business reporting stops at information.
Totals and charts, reviewed and then ignored.
WHAT TURNS INFORMATION INTO INSIGHT
Comparison: against last year, against target, against another segment
Context: why the change occurred
A decision attached
WHAT TO ASK OF ANY NUMBER
Compared to what? Why? So what?
THAT THIRD QUESTION
The one most reports never answer.
WHAT TO PUT IN A REPORT
The answer to all three.
WHAT TO LEAVE OUT
Numbers with no comparison and no consequence.
