The Darkhorse team has been analyzing and visualizing data since before analytics was a thing. Along the way, we’ve developed some strong opinions.
Good analytics is visual. Analytics isn’t just stats and numbers. Seeing the data, the process, and the results is essential.
Good visualization is analytical. Smart transformation of the data reveals meaning and clarifies decisions.
The right answer is only half the answer. The work doesn’t stop at the end of the analysis; it stops when it leads to a decision.
Interactivity breeds adoption. People hate to be told what to do. Interaction convinces users that it was their idea to begin with.
Analysis advances judgement. Intuition and analytics are not enemies. When they work together, they lead to better decisions than either alone.
Clarity is engaging. You don’t need to choose between beauty and accuracy. Pursue both.