2. Do not confuse yourself with the target user. Provide as much insight out-of-the-box and
make it easy to derive insight and take action. While this is certainly easier in a specific
domain, we believe it is the only way to succeed in businesses that have little analytical
expertise in-house. Business users have a daily job to perform and learning about data
mining is not on the top of their agenda. However, insight that can impact their decisions
and help them optimize the business is certainly ranked high.