---
title: "The Foundation in Data Analytics: Stage 1 - The Plan"
canonical: "https://www.owox.com/blog/articles/data-analytics-stage-1-the-plan"
updated: "2026-10-19"
---

# The plan: Stage #1 of the data analysis process

Learn how to define precise business goals, ask insightful questions, and pinpoint the metrics that truly matter in Stage 1 of the Data Analytics Roadmap

[Data Analytics](/blog/topics/data-analytics) · Updated November 29, 2024 · [Ievgen Krasovytskyi](/team/ievgen-krasovytskyi) · 6 min read

![The plan: Stage #1 of the data analysis process](https://cdn.owox.com/www/webflow/6a1eea929c5b42177c912dd4_THE-PLAN.png/public)

Welcome to the first part of our four-part series on mastering the Data Analytics Process. This article focuses on **Stage 1: The Plan** - the foundation of our 12-Step Data Analytics Roadmap.

By the end, you’ll understand why **setting clear business goals** is crucial, how to **ask the right questions**, and **which metrics truly matter** for your business.

Whether you’re just getting started or looking to refine your data process, this is exactly where the magic begins. Let’s dive in.

> This article is Part 1 in our series “The Data Analysis Process”, Continue your journey with the next parts:

*   [**The Data Analysis Process - Stage 2: Data Collection**](/blog/articles/data-analytics-stage-2-data-collection)
*   [**The Data Analysis Process - Stage 3: Data Preparation**](/blog/articles/data-analytics-stage-3-data-preparation)
*   [**The Data Analysis Process - Stage 4: Insights Delivery**](/blog/articles/data-analysis-process-insights-delivery)

💡 _Starting from scratch? Watch #1: The Analytics Plan – Crafting a Winning Strategy to learn how to create a robust analytics plan that drives results. Build a solid foundation for smarter decision-making and business growth!_

_‍_

_‍_

## Understanding the data analytics roadmap

The Data Analytics Roadmap is built on solid strategies and proven tactics used by thousands of our customers. It consists of four major stages:

*   **Plan**: Set clear goals for your business.
*   **Collect**: Gather complete, trusted data that fits perfectly into your analytics puzzle.
*   **Prepare**: Transform and merge the data to make it actionable.
*   **Deliver**: Present the data insights in an accessible, actionable way to drive business growth.

![Data analytics roadmap with stages from planning to delivery.](https://cdn.owox.com/www/webflow/6792228d0d087f71e0a7f18c_61247.png/public)

## Stage 1: The plan

Stage 1, The Plan, is all about laying the groundwork for your data [analytics](/blog/articles/google-analytics-4-to-bigquery-guide) journey. In this stage, you define the direction of your business by setting clear goals, asking critical questions, and choosing the right metrics.

Establishing a solid plan ensures that every subsequent action aligns with your core objectives and leads to meaningful insights.

### Step 1 of the planning stage: Setting clear business goals

![Planning stage highlighting business goals in the data strategy process.](https://cdn.owox.com/www/webflow/6792228e4e90fd9d1861e37b_61251.png/public)

Before starting any [data](/blog/articles/data-freshness-and-business-decision-making) project, it’s essential to understand your business goals clearly. Think of it like setting off on a road trip without a destination- you wouldn’t know where to go. **Your business goals are the North Star**, ensuring you’re always moving in the right direction.

Whether you aim to increase sales, attract more customers, boost user engagement, or optimize [marketing campaigns](/blog/articles/market-mix-modeling), having these goals upfront provides focus and purpose.

Broad goals, such as “**increasing sales**” or “**getting more customers**,” can be overwhelming without concrete steps. It’s like saying, “**I want to travel somewhere and have fun**.” Goals need to be specific and measurable to be actionable.

> **For example:** “Increase sales by 15% in the next quarter.” Or, “Boost website visitors by 1,000 users in the next two weeks.”

Have you noticed how these goals are precise and measurable? This way, at the end of your set period, you can easily assess whether you’ve achieved them.

### Step 2 of the planning stage: Asking the right questions

![Planning stage emphasizing the importance of asking the right questions in data strategy.](https://cdn.owox.com/www/webflow/6792228eacf449d99c149783_61249.png/public)

Once you know your business goals, it’s time to ask the right questions. The quality of your [data analytics](/blog/articles/what-is-data-analytics) depends on the quality of your questions. Think of them as a bridge between your goals and the detailed metrics you will monitor.

Questions can be categorized into two types:

*   **Strategic Questions:** These focus on the big picture, such as “How can we increase user engagement on our website?”
*   **Operational Questions:** These are more specific, like “Which webpage has the highest bounce rate?” or “What’s the [average time spent on our product page](/marketing-metrics/average-time-on-page)?”

They guide each of the following steps, from which metrics you need to measure and which data you need to collect to measure those data to how to aggregate them, group, filter, and which chart type to use to pinpoint the specifics. But asking the right questions is just half the battle won.

### Step 3 of the planning stage: Measuring the right metrics

![Planning stage emphasizing key metrics for tracking business performance.](https://cdn.owox.com/www/webflow/6792228e483319c3b021eb51_61244.png/public)

Not all metrics are created equal. It’s important to focus on metrics that truly impact your business goals, rather than vanity metrics that may look good but offer little actionable insight.

#### Avoid vanity metrics

Vanity metrics, such as a spike in [website visits](/blog/articles/google-analytics-ga4-checklist-and-best-practices), can be misleading if they don’t translate into meaningful outcomes like sales or sign-ups. It’s crucial to avoid putting too much weight on metrics that don’t drive real value.

#### Focus on actionable metrics

If your goal is to increase sales, focus on metrics like conversion rate, [cart abandonment rate](/marketing-metrics/cart-abandonment-rate), and average order value - these are the heartbeat of your goals.

Metrics like cost per acquisition and lifetime value (actually being two main metrics you’d use when working with marketing data) become less valuable and less important to answer that specific question about increasing sales. They give you real, tangible insight into what’s working, what’s not, and where the business can do better.

Now that we have discussed the importance of asking the right questions, we will dive into the important metrics you need to focus on.

                         [Gain clarity for better business decisions No switching between platforms. Get all the reports you need in spreadsheets and focus on business optimization Book a demo](/book-a-call)  

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## Metrics vs. dimensions

Understanding the difference between metrics and dimensions is crucial for data analysis. **Metrics are the quantitative measures** that track performance, while **dimensions provide context to those metrics**. Both are needed to tell a complete story, allowing you to see not just the numbers but also the factors that influence those numbers.

Metrics quantify your data, while dimensions give it context. Before diving deeper into data collection, it’s essential to understand both types:

*   **Metrics**: These are numeric and answer questions like “How much revenue did we make?”
*   **Dimensions**: These are qualitative and answer questions like “When? Where? Who?”

For example, in a pivot table showing store revenue by date, revenue is the metric, while the date is the dimension. Dimensions provide context that helps tell the whole story.

💡 _Need more clarity on measuring digital success? Our latest article,_ [_Digital Marketing Metrics and KPIs_](/blog/articles/digital-marketing-metrics-and-kpis)_, breaks down the key metrics you should track and how to use them to make smarter, data-driven decisions._

[![Article card titled “Top 21 Digital Marketing Metrics and KPIs to Measure in 2024”.](https://cdn.owox.com/www/webflow/6792382287ff548ed8bc4670_6792377a8ddf509c338fd1d5_Screenshot-202025-01-23-20at-206.04.43-20PM.png/public)](/blog/articles/digital-marketing-metrics-and-kpis)

## Wrapping up stage 1

The key takeaways from Stage 1 are to always start with clear, measurable goals, ask the right questions, and focus on metrics that drive real business value. By doing so, you **set a strong foundation for effective data analysis**, ensuring that your efforts translate into actionable insights that support your overall objectives.

[**Data analytics**](/blog/articles/top-data-analytics-challenges) is not just about numbers and charts, it tells a story - **a story about your business, your customers, your products, and their journey**. The first stage of this [process](/blog/articles/who-is-in-control-of-your-data) is all about understanding the plot: setting specific goals, asking the right questions, and diving into the details with the right metrics.

In our next article, we will dive into **Stage 2: Collect. This stage will focus on gathering high-quality data** that will help answer the key questions you have identified. Stay tuned as we explore how to effectively collect the data you need for successful analytics.

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## FAQ

## Frequently Asked Questions

How do I know if a metric is a vanity metric?

Vanity metrics look good on paper but don’t provide actionable insights. If a metric doesn’t directly contribute to your business goals, it’s likely a vanity metric.

What are strategic vs. operational questions?

Strategic questions focus on overall business objectives, while operational questions delve into specific data points that help achieve those objectives.

Why is setting specific business goals important in data analytics?

Specific business goals provide a clear direction, helping you focus on what you want to achieve and making it easier to measure success.

What is the difference between metrics and dimensions?

Metrics are numeric values that quantify data (e.g., revenue), while dimensions provide context to that data (e.g., date or region).

What are actionable metrics?

Actionable metrics are numbers that have a direct impact on your business goals, such as conversion rate, average order value, or cart abandonment rate.

## Who wrote this

![Ievgen Krasovytskyi](https://cdn.owox.com/www/webflow/68404586b341508a789a4aa5_.png/public)

[Ievgen Krasovytskyi](/team/ievgen-krasovytskyi) · Head of Marketing

Ievgen Krasovytskyi is the Head of Marketing at OWOX, leading strategy across content, SEO, product marketing, and AI-powered automation. With deep expertise in analytics infrastructure, data warehouses, and marketing technology, he builds systems that connect marketing performance to business outcomes. Ievgen writes about SaaS growth, analytics workflows, and the future of AI in marketing operations.

[LinkedIn](https://www.linkedin.com/in/ievgen-krasovytskyi-a38a1253/) · [All articles](/team/ievgen-krasovytskyi)

[Data Analytics](/blog/topics/data-analytics)

## Related articles

[Marketing Analytics · Merging Ad Channels for Optimal Allocation of Budget in 2025 · September 13, 2024](/blog/articles/how-merge-ad-channels-and-allocate-budget)

[Marketing Strategy · Channel Mix in Marketing: What It is and How to Build Yours · October 7, 2026](/blog/articles/marketing-mix-of-channels)

[Marketing Analytics · What is Cohort Analysis: How to Build and Read a Cohort Report · October 14, 2026](/blog/articles/what-is-cohort-analysis)

[See all articles →](/blog/articles)

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## Links

Pages this page links to, on this site and on docs.owox.com. Where the page has a Markdown twin, its address follows the link.

- [Data Analytics](https://www.owox.com/blog/topics/data-analytics) — /blog/topics/data-analytics.md
- [Ievgen Krasovytskyi](https://www.owox.com/team/ievgen-krasovytskyi) — /team/ievgen-krasovytskyi.md
- [The Data Analysis Process - Stage 2: Data Collection](https://www.owox.com/blog/articles/data-analytics-stage-2-data-collection) — /blog/articles/data-analytics-stage-2-data-collection.md
- [The Data Analysis Process - Stage 3: Data Preparation](https://www.owox.com/blog/articles/data-analytics-stage-3-data-preparation) — /blog/articles/data-analytics-stage-3-data-preparation.md
- [The Data Analysis Process - Stage 4: Insights Delivery](https://www.owox.com/blog/articles/data-analysis-process-insights-delivery) — /blog/articles/data-analysis-process-insights-delivery.md
- [analytics](https://www.owox.com/blog/articles/google-analytics-4-to-bigquery-guide) — /blog/articles/google-analytics-4-to-bigquery-guide.md
- [data](https://www.owox.com/blog/articles/data-freshness-and-business-decision-making) — /blog/articles/data-freshness-and-business-decision-making.md
- [marketing campaigns](https://www.owox.com/blog/articles/market-mix-modeling) — /blog/articles/market-mix-modeling.md
- [data analytics](https://www.owox.com/blog/articles/what-is-data-analytics) — /blog/articles/what-is-data-analytics.md
- [average time spent on our product page](https://www.owox.com/marketing-metrics/average-time-on-page) — /marketing-metrics/average-time-on-page.md
- [website visits](https://www.owox.com/blog/articles/google-analytics-ga4-checklist-and-best-practices) — /blog/articles/google-analytics-ga4-checklist-and-best-practices.md
- [cart abandonment rate](https://www.owox.com/marketing-metrics/cart-abandonment-rate) — /marketing-metrics/cart-abandonment-rate.md
- [Gain clarity for better business decisions No switching between platforms. Get all the reports you…](https://www.owox.com/book-a-call) — /book-a-call.md
- [Digital Marketing Metrics and KPIs](https://www.owox.com/blog/articles/digital-marketing-metrics-and-kpis) — /blog/articles/digital-marketing-metrics-and-kpis.md
- [Data analytics](https://www.owox.com/blog/articles/top-data-analytics-challenges) — /blog/articles/top-data-analytics-challenges.md
- [process](https://www.owox.com/blog/articles/who-is-in-control-of-your-data) — /blog/articles/who-is-in-control-of-your-data.md
- [Get started free](https://www.owox.com/app-signup)
- [Marketing Analytics · Merging Ad Channels for Optimal Allocation of Budget in 2025 · September 13,…](https://www.owox.com/blog/articles/how-merge-ad-channels-and-allocate-budget) — /blog/articles/how-merge-ad-channels-and-allocate-budget.md
- [Marketing Strategy · Channel Mix in Marketing: What It is and How to Build Yours · October 7, 2026](https://www.owox.com/blog/articles/marketing-mix-of-channels) — /blog/articles/marketing-mix-of-channels.md
- [Marketing Analytics · What is Cohort Analysis: How to Build and Read a Cohort Report · October 14,…](https://www.owox.com/blog/articles/what-is-cohort-analysis) — /blog/articles/what-is-cohort-analysis.md
- [See all articles →](https://www.owox.com/blog/articles) — /blog/articles.md