the result of the analytics project must be measurable in Return-on-Investment.

we expect analytics to give us insight into the problem that enables us to do something to help solve the problem.

the insight we get should also be something that we have the capacity to use or accomplish in some way.

the pattern should give us relevant information about the problem that isn't obvious.

the pattern should predict or foresee exact measures we need to implement in order to solve the considered problem.