how we approach data

Visualisation solutions and dashboards show us what we want to know, what we ask to show.  In short they may surface different perspective of information which we know and asked to see.  However such techniques and solution cannot tell us what we do not know and therefore did not ask to see.  We call this a hypothesis driven approach to insight.

At Azendian, we use contextual data mining method to surface insights.  Such method when applied by experienced professionals helps surface correlations which will lead to the right questions being raised and thereafter more effective solutions being applied.  We call this a hypothesis neutral approach to insight.

At Azendian, we believe that data by itself is useless unless we know which is the right technique to use and the right question to ask.