Data Always Lies

One of my favorite micro roles in a job over the last few years, was at a San Diego SAS startup that focused on a very technical application of data in a high impact business marketing. Amongst my many, many roles and responsibilities I was able to spend a great deal of time with our Data Scientist. He was a breathtakingly brilliant double PhD brainiac. In my role of Marketing I was excited with the opportunity to have access to a window into the massive amount of data, and better yet a clear and impartial interpretation of the data. We collected a mind-bindingly large amount of data. Crazy amounts of data. As a marketing wonk I was in heaven. We love data. Especially data on our customers actions, wants and needs. Anonymized data is even better for us marketing geeks because it tells us big stories, not tiny stories. It was fascinating to think hard about what our customers wanted to do, what challenges they faced and where they could make improvements and then think “I wonder what the data says?” So with a resident Data Scientist sitting next to me, with access to massive mountains of anonymized data, I Continue reading Data Always Lies