Rethinking Data
@RethinkingData
Helping people survive in a world filled with data and information
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If it's more than a page or if it has rows and columns, it's just a data dump. Reports should have answers, not data. #RULE1
Bucketing data points makes them easier to understand. If multiple values imply the same conclusion, combine them under one label. #RULE8
Do you really understand what your metrics are telling you? Don't trust a metric's name. Find out precisely what it represents. #RULE7
Collecting excess data can have a cost in terms of efficiency and user experience. #RULE6
Be sure that you answer people's questions directly rather than giving them data and making them do all the work. #RULE5
Ninety percent of the "story" you tell based on a report should have nothing to do with that report. #RULE4
If people are asking you for data, it's because you are not providing them with a story (and they need to figure it out themselves). #RULE3
If your question is not about the value of a metric (i.e., "Are we on track"), you don't need to show the value of that metric. #RULE2
If you are asking for a specific data point, stop and step back. Figure out what you'll do with it and ask that question instead. #RULE1
Flip your report design. Instead of tagging data points with labels or colors, display your data under each label or color. #RULE8
If someone says, "What are we going to do with all of this data?" Stop collecting, take a step back, and frame your problem. #RULE7
Don't break down data too specifically. If your decision doesn't change across multiple categories/labels, group them into one. #RULE6
Don't make your audience read and interpret graphs. Simply tell them what the graphs says. #RULE5
Your numbers are often accurate. Knowing what they represent, what they include, or how they are calculated is often the problem. #RULE4
Say it, don't spray it! Provide simple, concise answers rather than a shotgun blast of numbers. #RULE3
Beware of 'phantom' data - data (numeric and otherwise) included on your report or chart but aren't meant to be used in the decision. #RULE2
You won't be much better off after looking at data unless you already have a general understanding of what is going on. #RULE1
Numbers formatted into rows and columns aren't answers. Neither are graphs. Answer questions with words. #RULE8
Avoid confirmation bias by testing your hypotheses on both success stories and failures. #RULE7
The ideal data set is the smallest one that fully answers your question. #RULE6
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