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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

The unreasonable necessity of subject experts

Consumed => “Subject Matter Experts Uncover the Stories Data Wants to Tell” by O’Reilly Media on Forbes.

http://www.forbes.com/sites/oreillymedia/2012/04/04/subject-matter-experts-uncover-the-stories-data-wants-to-tell

=> My value add (i.e., left a comment)…

Context. Data *always* has caveats and those caveats define context.

It’s nice to have a question. It’s nice to get an answer. But when it comes to data in order to properly interpret the value of the answer you have to understand the context.

For example, the Target example was not targeting expectant mothers. They were targeting women (?) based on a particular purchase(s). But if the answer is presented as “…expectant mothers…” then flawed decisions – dare I say assumptions – are going to be made. Too often no one stops to ask, “And how did you define expectant mothers?”

Data and statistics can’t decide. They can only present. It is up to the receiver to be diligent in their interpretation.

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