Stop "letting the data speak for itself"—it's a dangerous illusion. Data doesn't speak. Humans do.
Here’s the paradox of modern analytics: more data often means less certainty. When we had basic metrics, life was simple. Now, richer datasets reveal complexities that challenge assumptions. Every new variable introduces hidden correlations and interdependencies to untangle.
Fun fact: All data carries a human fingerprint. Yes, even your super-objective sensor data! A human designed the sensor, chose its placement, and calibrated it. There's a web of human decisions behind every number. Want proof? Ask your favorite marketer how many "customers" you have—then see if sales agrees.
What we choose to measure (and how) matters. Our dashboards aren't neutral observers; they reflect human choices. The metrics we track shape company behavior, creating feedback loops that amplify small biases into systemic effects. The riskiest datasets are often not the messy ones—but the "clear" ones masking hidden complexity.
Consider this simple example of three products:
▪ Product 1: 355 ratings, 345 with 4-5 stars, average 4.6
▪ Product 2: 4501 ratings, 4311 with 4-5 stars, average 4.7
▪ Product 3: 19 ratings, 14 with 4-5 stars, average 4.8
Which one is "best"? Product 3 leads in average rating but has only 19 reviews. Product 2 has volume backing its strong score. Product 1 claims the highest percentage of positive ratings. Each could legitimately be called "the best"—all supported by the same data.
Great analysis isn’t just about finding answers. It’s about understanding why we’re measuring something and how it shapes decisions. That's why tomorrow belongs to analysts who deeply understand their business domain. The superpower isn’t running fancy models—it’s knowing which assumptions are baked into the data and identifying unasked questions.
That’s the beautiful irony of data: the more we have, the more we must rely on human judgment and expertise. Unless you’ve run a tightly controlled experiment, data only reveals its truth when paired with our uniquely human ability to grasp context, spot patterns, and question the numbers.