Second, frontline managers and busi

Second, frontline managers and business users frequently lack confidence that analytics will improve their decision making. One of the common complaints from this audience is that the tools are too much like black boxes; managers simply don’t understand the analytics or the recommendations it suggests. Frontline mangers and business users understandably fall back on their historic rules of thumb when they don’t trust the analytics, particularly if their analytics-based tools are not easy to use or are not embedded into established workflows and processes. For example, at a sales call center, staff members failed to use a product-recommendation engine because they didn’t know how the tool formulated the recommendations and because it was not user friendly. Once the tool was updated to explain why the recommendations were being made and the interface was improved, adoption increased dramatically.