Foundational Concepts

This chapter lays the groundwork for using data in your startup. You’ll learn essential terminology, the difference between metrics and KPIs, and how to make sense of both structured and unstructured data. It also introduces leading vs lagging indicators—so you can start measuring what truly matters.

Understanding Basic Analytics Terminology

Before diving into tools or dashboards, you need to speak the language. This section breaks down essential analytics terms so that your team can align on definitions and avoid confusion when interpreting results.

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Structured vs. Unstructured Data

Not all data lives in a spreadsheet. Structured data (numbers, categories) is easy to report on. But unstructured data (feedback, emails, recordings) can unlock deeper insights if you know how to use it.

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Leading vs. Lagging Indicators

Lagging indicators tell you what happened. Leading indicators hint at what’s coming. This section teaches how to balance both, so you can spot issues early and stay ahead of the curve.

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