Anna helps you to uncover insights that you might otherwise have missed, either because it would be impossible to analyse all factors manually, or simply because you didn’t know where to look! 

As you upload data to Anna, she scans your data to find unexpected changes. If found, Anna surfaces insights that may require further investigation in cards. These insights are automatically surfaced in Discover and Top Insights. 

What types of insights does Anna look for?

Anna looks for Anomalies, Outliers, Big Movements and changes in Rank. 


Anomalies are values that sit outside the expected range. Anna detects anomalies by calculating the expected result (based on historic trends) in comparison to the actual result. This comparison factors in previous trends and considers seasonality. To detect anomalies, we use algorithms such as STL, S-ARIMA, ARIMA, Random forest and PCA.

Anna only searches for anomalies on a monthly basis and will only search for anomalies if you upload more than seven months of data.

Example: Sales for Cosmetics tend to decrease between June and July each year. Between June and July 2019, sales for Cosmetics increased by 6.52%. Anna considers this behaviour to be an anomaly, as the actual result (an increase in sales) differs from the expected result (a decline in sales).


Outliers are values that have experienced large growth or decline when compared to their peers for the same period. For example, comparing the growth of different departments within an organisation, or even individual performance in a team. This helps you to benchmark performance so you can spot elements that have experienced unusually high or low growth.

Anna detects outliers by calculating the average range of growth across a segment in your data (e.g. the average growth of sales for all departments in an organisation). Anna considers an outlier to be a value (e.g. a department) that sits outside this average range of growth. We use a number of algorithms to detect outliers, for example, the interquartile range (IQR).

In contrast to anomalies, Anna can detect outliers on as little as two periods of data (2 days, 2 weeks or 2 months). In combination, anomalies and outliers gives you a full view of unexpected changes across different time periods.

Example: In this example, the growth range for all departments was -11% to 50%. Seafood department is considered an outlier because its growth of -33% puts it outside the overall average range. 

Big movement

A big movement is a unique increase or decrease compared to previous time periods. Big movements consider historical seasonality and trend. It is possible for a change to be both an anomaly and a big movement. Anna will highlight the anomaly in the top right-hand corner of the card, hovering over it provides a definition.


Rank insights will identify when a value experiences a significant change in rank compared to other values within its segment.

Example: In June 2019, the Floral department was the 4th largest department by average sales. In July 2019, the Floral department became the largest department for average sales.

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