Masterclass "What’s Measured vs. What Matters: Thinking Clearly Beyond the Data"

EY Academy of Business
Caucasus and Central Asia

“What’s Measured vs. What Matters: Thinking Clearly Beyond the Data” masterclass

Step into a new way of decision-making with the EY Academy of Business's masterclass — “What’s Measured vs. What Matters: Thinking Clearly Beyond the Data.”
In today’s data-rich world, leaders often drown in numbers yet still make the wrong calls. This session will help you see beyond the metrics — uncovering how biases distort decision-making and how non-data specialists can sharpen critical thinking to make smarter, impact-driven choices.

Participants will be awarded 1.5 CPD units upon completion of the masterclass.

Masterclass speaker

Kamilya Syzdykova, FCCA

Head Methodologist, Senior Manager, EY Academy of Business Caucasus and Central Asia
Fellow ACCA member (Association of Chartered Certified Accountants)
DISC® Certified Professional Behaviour Analyst

Forbes Kazakhstan contributor, with featured articles including "What threats do 'gray rhinos' pose to businesses, and how can risk management recognize them?" and "How to avoid strategic drift in business?".

Masterclass program

Introduction & Hook: Scenario of having plenty of data but making the wrong decision; challenge of bridging metrics and meaning

Scenario Planning & Thinking Gaps: Hindsight bias, look-ahead bias, survivorship bias

Analytical Thinking for Non-Data Analysts: Start with the right questions, blend qualitative & quantitative inputs, spot missing information, challenge assumptions, use a simple thinking loop

Balancing 'What’s Measured' & 'What Matters': Avoid metric traps, align KPIs with strategic outcomes, test metrics for true business impact

Q&A and Wrap-up

Target Audience

Functional leaders & senior managers (finance, marketing, operations, HR, IT)

Product owners & project managers

Business analysts without deep data science background

Entrepreneurs & decision-makers in data-rich environments