Using data to tell your story

Graham Smith of Shelton Fleming joined us as one of the guest speakers at our recent Data and Dining event to share some useful insight about using data to tell your story.  Shelton Fleming use Exposure Analytics sensors and the data they collect to help evaluate the thought-provoking experiences they create for their clients.  One of Graham’s key points was the insight comes from data and context; and it’s only when you put those two things together that you can tell your story.  Here’s what else he shared with us:   Bias and Correlation  When we’re looking at data, it is really important to avoid bias. We need to avoid thinking the data is showing what we want it to show and trying to nudge towards a favourable interpretation. This does clients a disservice. One tip Graham gave was to try to prove yourself wrong if you are worried about how you are interpreting the data.  We also need to be careful that we don’t confuse correlation with causation. Graham gave us a great example of a correlation that isn't necessarily causation with this graph of drowning incidents and ice cream consumption The data shows a clear correlation between raised ice cream consumption and drowning. Why?   Are we literally drowning in ice cream? Do grieving relatives eat more ice cream?  Were our mums right to say that swimming on a full stomach is dangerous?   Or is there a missing link - some context that we need? In this case, it [...]