One of the main challenges of analytics is making it accessible to more than just trained experts within an organization. Not everyone is data literate to the degree they need to be able to consume, understand, and action data on a dashboard. Dashboards on their own are very data rich, but many critical events and influences behind the numbers can't be captured, and actions taken that impacted the numbers are simply not reportable; as a result, the data only tells you half the story.