Beyond Dashboards: The Business Stories Behind the Numbers | Rauf Khalafov

Many people start their analytics journey by mastering tools like Power BI or Excel. These are powerful skills, but dashboards alone only show the numbers, not the story behind them. They are just the scoreboard — while the real game is played inside the business processes. Numbers don’t live on their own — they reflect real actions. Even a basic understanding of sales, marketing, or operational processes can turn raw data into meaningful business insights. In this session, we will show why understanding core business processes — from sales and marketing to finance, supply chain, HR, and beyond — is essential for meaningful analytics. We will explore how numbers connect to real workflows, and how moving beyond tools helps turn data into genuine business insight.