- Data Analyst – Insights & Forecastingg

Data Analytics and Cognitive Ability: What
makes them an important part of the accounting
profession?
Matthew J. Sargent
Clinical Assistant Professor
Department of Accounting – The University of Texas at Arlington

What are they?
Understand the basics of data analytics and
big data

What is Big Data
 Big Data is defined as datasets that are too large and complex
for businesses’ existing systems to handle using their
traditional capabilities to capture, store, manage and analyze
these data sets.
 Big Data is no different than traditional data because if it can’t
be analyzed to provide insight and help with decision making,
its value is limited.

What is Big Data
 The four V’s—volume, velocity, veracity and variety—are often used to
represent the defining features of Big Data.
 Volume refers to the massive amount of data involved.
 Velocity refers to the fact that the data comes in at quick speeds or in real time,
such as streaming videos and news feeds.
 Variety refers to unstructured and unprocessed data, such as comments in
social media, emails, global positioning system (GPS) measurements, etc.
 Veracity refers to the quality of the data including extent of cleanliness (without
errors or data integrity issues), reliability and representationally faithful.

What is Data Analytics
 Data Analytics is defined as the science of examining raw data,
removing excess noise, and organizing the data with the
purpose of drawing conclusions for decision making.
 Data analytics often involves the technologies, systems,
practices, methodologies, databases, and applications used to
analyze diverse business data to help organizations make
sound and timely business decisions.

What is Data Analytics
 The intent of Data Analytics is to transform raw data into valuable
information.
 Data analytics is used in today’s business world by examining the
data to generate models for predictions of patterns and trends.
 When used effectively, data analytics gives us the ability to search
through large and unstructured data to identify unknown patterns or
relationships, which when organized, is used to provide useful
information.

What is the value of Big Data and Data Analytics
 85% of CEOs put a high value on Data Analytics.
 80% of CEOs place data mining and analysis as the second-most
important strategic technology.
 Business analytics tops CEO’s list of priorities.
 Data Analytics could generate up to $3 trillion in value per year.

 With a wealth of data on their hands, companies are empowered by using data
analytics to discover various patterns, investigate anomalies, forecast future behavior,
and so forth.
 Patterns discovered from historical data enable businesses to identify future
opportunities and risks. In addition to producing more value externally, studies show
that data analytics affects internal processes, improving productivity, utilization, and
growth.
The Power of Data Analytics

 Reformatting, cleansing, and consolidating large volumes of data from multiple
sources and platforms can be especially time consuming.
 Data analytics professionals estimate that they spend between 50 percent and 90
percent of their time cleaning data for analysis.
 The cost to scrub the data includes the salaries of the data analytics scientists
and the cost of the technology to prepare and analyze the data.
 As with other information, there is a cost to produce these data.
Benefits and Costs of Data Analytics

 Many companies address the likely possibility that the data their organizations hold
influence their market value.
 Facebook, for example, has a large amount of its market value driven by the
number of users on the platform and the amount of data those users contribute
which is sold to third parties.
 Data analytics often also involves data management and business intelligence with
knowledge of business functional areas. Today there is an increasing number of
investments in data analytics and increasing demand for data analytics–related
tasks
The impact of Data Analytics

 The real value of data comes from the use of data analytics.
 Companies are getting much smarter about using data analytics to discover various
patterns, investigate anomalies, forecast future behavior, and so forth.
 For example, companies can use their data to do more directed marketing
campaigns based on patterns observed in their data.
 That can give them a competitive advantage and it can also be used on historical
data to enable businesses to identify future opportunities and risks.
The impact of Data Analytics

Why does it matter to accountants?
Understand how data analytics has been
traditionally used within the accounting profession

The Impact of Data Analytics on Accounting
• We refer to financial reporting as the responsibility internal to the firm of
issuing financial statements and financial reports.
• Financial reporting includes a number of estimates and valuations that
can be evaluated through use of data analytics.
• Many financial statement accounts are just estimates and accountants
can use data analytics to evaluate those estimates.

© McGraw Hill
• In financial accounting, data analytics may be used to scan the environment—
that is, by scanning social media to identify potential risks and opportunities to
the firm.
• Data analytics plays a very critical role in the future of audit. By using data
analytics, auditors can spend less time looking for evidence, which will allow
more time for presenting their findings and making judgments.
• Data analytics also expands auditors’ capabilities in services such as testing
for fraudulent transactions and automating compliance-monitoring activities
(for example, filing financial reports with the SEC or IRS).

• How much of the accounts receivable balance will be collected? (which will impact
the Allowance for Doubtful Accounts and Net A/R)
• Is any of our inventory obsolete? Are customers still interested in it? If not, write it
off.
• Should our inventory be valued at market or cost (applying the lower-of-cost-or-
market rule)?
• Is our goodwill correctly valued, or has it been impaired? Due to conservatism, do
we need to write it down or write it off?
• Is our property, plant, and equipment overvalued in the current real estate market?

• Another way that businesses are controlling risk is through scanning the
environment (i.e. social media) to identify potential risks and opportunities
to the firm.
• For example, using data analytics effectively can allow a business to
monitor its areas of business and better understand opportunities and
threats around them.
• You can discover things like...Are their competitors, customers, or
suppliers facing financial difficulty that might affect their interactions with
them?

• Data analytics may also allow an accountant or auditor to assess the
probability of a goodwill write-down, warranty claims, or the collectability of
bad debts based on what customers, investors, and other stakeholders
are saying about the company in blogs and in social media.
• This information might help the firm determine both its optimal response to
the situation and appropriate adjustment to its financial reporting.

How does data analytics affect auditing?
• Data analytics will enhance audit quality.
• Data analytics enables enhanced audits, expanded services, and
added value to clients.
• External auditors will stay engaged beyond the audit.

Impact on Auditing
• Data analytics can help auditors in ways that impact both the
effectiveness and efficiency of the audit.
1) Spend less time looking for evidence, which will allow more time for
presenting their findings and making judgments.
2) Allow auditors to vastly expand sampling beyond current traditional
sample sizes and, in many cases, may be able to test the full population of
transactions.

Impact on Auditing
• Greater insight into the client’s operations gives auditors a better
understanding of a client’s business risk during the planning processes.
• This understanding helps drive the auditor’s assessment of Inherent Risk
(which is an estimate) and more accurately assess the RMM (Risk of Material
Misstatement) which helps them better manage audit risk.
• Increases in automation can result in both higher quality and consistency of
the audit and will help auditors identify issues earlier. This gives them the
ability to engage management earlier and resolve issues before it’s too late to
fix them within the fiscal year.

Impact on Auditing
• IT advisory/consulting and tax services would also benefit from the
greater insight provided by data analytics from the audit team
because the analyses could provide a better picture of multiple
functional areas.
• Firms that adapt early to these changes will have a significant
advantage over slow movers, as the harnessing of data analytics
will provide notable benefits in the upcoming years.

How does How does one help the other? the other?
Understand the relationship between cognitive
ability and the ability to perform data analytics
functions

 Cognitive ability is considered our general intelligence level and provides us the
ability to think abstractly, comprehend complex situations, problem solve, and
gather and retain information from our life experiences (Plomin, 1999).
 Cognitive ability includes components such as mechanical reasoning, spatial
awareness, numerical reasoning, critical thinking, and general intelligence (Davies,
2017).
What is cognitive ability

 This ability drives the processes of how we choose to engage in learning and how
we learn, remember, and solve problems of various levels of complexity, and the
best learners do not just memorize random pieces of information (Nordin &
Dakwah, 2015).
 When our cognitive abilities are developed at an advanced level, the process of
learning is more straightforward for us. In contrast, when cognitive abilities are not
as developed, the learning process is more challenging (Bhat, 2016).

 The cycle of growth for cognitive development starts when an individual is around
two years old and moves through a series of ups and downs in performance levels,
which continue into early adulthood (Fischer & Bidell, 2006).
 Brain and human behaviors research indicate that the capacity to engage in
reflective judgment through advanced levels of abstract thinking does not emerge
until early adulthood.

 Fischer’s (1980) model of cognitive skill theory (Skill Theory) added a background
to how complex reasoning is developed.
 Skill Theory outlines the professional maturation of individuals and how an
individual’s environment contributes to the development of skills.
 The developmental levels of Skill Theory occur as the brain conducts re-
organizations of behavior.

 This reorganization of behavior facilitates the use of new higher-order cognitive
ability levels built upon combinations of previously constructed lower-order
cognitive abilities.
 As individuals develop complex reasoning, their developmental range will fluctuate
between functional and optimal skill levels based on their environment.
 An individual must solidify those less complex cognitive skills, and then they will be
able to develop more complex cognitive skills.

 Reflective judgment requires an individual to coordinate multiple views, so this skill
cannot develop until adults can engage in abstract thought (Fischer & Pruyne,
2003).
 Individuals move through periods when their skills grow at a faster pace because
they are in an environment that supports optimal performance
 During their functional performance, they are not pushing the limits of their
cognitive ability (optimal performance), and they grow slowly or do not progress at
all (Fischer, 2008).

 During data analytics assignments, students are presented with open and ill-
structured problems, which students will face in real-world situations (Chin & Chia,
2006).
 Because of this, students will need to engage in higher levels of cognitive ability,
such as applying (using the information in a new way), analyzing (identifying
relationships), and evaluating (using the information to make judgments)
The connection to data analytics

 The use of advanced data analytics during audits or financial statement reviews
can help accounting firms provide better strategic guidance to their clients.
 In the realm of auditing, which is a core function of accounting, auditors have been
evaluating data for decades to help them understand their client’s structure and
financial transactions

 Research has found an association between cognitive ability and performance on
data analytics assignments. This research helps to highlight the importance of
focusing on classroom activities that promote the growth of students’ cognitive
abilities.
 Allowing accounting students to engage in data analytics in the classroom is
helping to build a pathway for success in the accounting world.
 Building future accountants with strong cognitive ability will positively impact an
area critical to the future success of the accounting profession.

What can be done to promote these skillsets?
Understand why increased cognitive ability and
more robust use of data analytics are critical to the
future of the accounting profession

Why does it matter?
• Strong cognitive ability is deemed a critical skill in the modern
workforce and an important commodity in the accounting profession
(Terblanche & De Clercq, 2021).
• The need for strong cognitive ability and data analytics within Certified
Public Accountants (CPA) is driving significant changes in the higher
education curriculum. To help test these skills, a new Uniform CPA
exam will be released in 2024 (Bakarich et al., 2021).

Accountants need to be able to:
• Articulate business problems.
• Communicate with data scientists.
• Draw appropriate conclusions.
• Present results in an accessible manner.
• Develop an analytics mindset.

As well as be comfortable with:
• Data scrubbing and data preparation
• Data quality
• Descriptive data analysis
• Data analysis through data manipulation
• Define and address problems through statistical analysis
• Data visualization and data reporting

How does higher education help
• A primary goal of education is to promote the thinking skills of students.
• Universities recognize the importance of enabling cognitive development in their
students and the impact on a student’s level of cognitive ability.
• For students within accounting programs, this is especially important because the
accounting profession requires more creativity and innovative thinking to stay
competitive within the market (Thompson & Washington, 2015).

How does higher education help
• Cognitive ability goes beyond just basic memorization or imitation;
it gives a person the capacity to comprehend situations and
determine how to assess and resolve them (Plomin & Von
Stumm, 2018).
• Cognitive ability is closely associated with higher achievement in
education, occupations, and better health outcomes.

It’s a shared responsibility
• Business students, especially those in accounting, finance, and
audit positions, are expected to have higher levels of cognitive
ability (Reding & Newman, 2017).
• The focus of today’s accounting and business professionals is to
provide value-added services, and higher education serves as a
pipeline for businesses to obtain new talent.

• With the increasing reliance on big data to help within the decision-
making process, higher levels of cognitive ability are critical in today's
business world, and especially important for graduating students.
• Students entering the business world with lower cognitive ability with
have direct impact on the profitability and productivity of organizations.

• Cognitive development occurs when individuals allow their growth and
experiences to enhance their cognitive ability, maintain an adequate level of
engagement until they reach their optimal level of cognitive ability, and work
to maintain that optimal level.
• Business leaders and their organizations have a vested interest in continuing
to support and foster the growth of cognitive ability within their employees.
• Without that ongoing support, those employees will revert to their “functional”
level and will become static in their growth.

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