You spotted trends. You unearthed anomalies. You identified unique segments of customers that can be addressed in different ways to improve profitability. But nobody listens. They just want reports, dashboards, and charts that support their preconceived conclusions. At a small company, as an agency consultant, or as the head of analytics at a major multi-national, the struggle is real. Seung describes the trials and tribulations of getting the business side of the house to include analytics at the start of every initiative. Her tips are immediately applicable. Do. Not. Miss.