Free reference guides for everyday analysis
Quick explanations of the terms, KPIs and concepts you will meet in reports and in the course.
Spreadsheet terminology
- Cell, row, column
- The building blocks of a sheet. Each row should be one record, each column one field.
- Range
- A group of cells, e.g. A2:A100.
- Formula
- A calculation starting with =.
- Absolute reference
- $A$1 stays fixed when copied.
- Pivot table
- A summary that groups and totals data.
- Data validation
- Rules that limit what can be typed, such as drop-down lists.
Analytics glossary
- Dataset
- A collection of related data, usually a table.
- Dimension
- A category you group by: date, product, region.
- Metric
- A number you measure: revenue, orders.
- Trend
- A consistent direction over time.
- Outlier
- A value far from the rest.
- Median
- The middle value; less affected by outliers than the average.
KPI explanations
- Average order value
- Revenue ÷ orders.
- Conversion rate
- Conversions ÷ visitors or clicks.
- CPA
- Spend ÷ conversions.
- ROAS
- Revenue ÷ ad spend.
- Gross margin
- (Revenue − cost of goods) ÷ revenue.
- Repeat purchase rate
- Customers who bought again ÷ all customers.
Beginner SQL concepts
- SELECT
- Choose columns to show.
- FROM
- Choose the table.
- WHERE
- Filter rows.
- GROUP BY
- Summarize rows by a category.
- ORDER BY
- Sort the results.
- JOIN
- Combine two tables using a shared column.
Dashboard planning checklist
- Who is the audience and what decision will it support?
- Three to six metrics that match the goal
- Each metric compared to a target or prior period
- Most important number top-left
- One message per chart, with a clear title
- Bar chart axes start at zero
- A date range control
- Tested with a real user
Data storytelling basics
Lead with the answer
State the conclusion first.
What, so what, now what
Finding, why it matters, recommendation.
Plain language
Replace jargon with everyday words.
Be honest
Show limitations and avoid misleading visuals.
Keep reading
What Is Data Analytics for Business Beginners?
A plain-English introduction to data analytics for non-technical professionals: what it is, the four types of analysis, and how it helps everyday business decisions.
How to Analyze Sales Data in Excel
Learn a simple, repeatable process for analyzing sales data in Excel: cleaning, key formulas, pivot tables and charts that answer real business questions.
Essential Google Sheets Formulas for Business
The Google Sheets formulas business professionals use most: SUM, AVERAGE, IF, SUMIF, COUNTIF, XLOOKUP, QUERY and more, with practical examples.
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