Custom analytics work should not end with an interesting observation. It should create operating leverage: a better segment, a clearer funnel, a sharper threshold, or a workflow the team can actually change.
That requires close attention to the business question and the record model behind it. The same analysis can be useless or valuable depending on whether it connects to action.
Shikha Labs treats custom analytics as part of the broader operating layer, where insight, workflow, and systems of record should reinforce one another.