The Fog of Data

The Fog of Data: Navigating Data to Derive Implications, Unlock Value, Get Buy-In and Increase Transparency, Jason Schenker, Prestige Professional Publishing LLC, 2019

In this era of Big Data, it is tempting for a company, of any size, to jump in, head first. After all, the more data a company has, the better the "answer," right? Not exactly.

First of all, what question (or questions) is your company trying to answer? Is this the right question? Can any of that mountain of data be put aside, or trashed, or is it all needed to answer the question? Is your data in the right currency, or the right unit of measure? If your data doesn't fit, is it worth the time and money to make it fit?

Data that is, figuratively, sitting in a corner gathering dust is worthless without useful questions to answer. Good analysis is just as important as good data answering the right questions. The final answer from your data must be constantly re-tested. Just because an answer is "correct" this year does not mean it will be equally "correct" next year. Not all data is useful.

Sometimes it is necessary to create your own data. From the start, focus on getting the data you want so that you don't have to change direction somewhere in the middle. If such a change becomes necessary, do it as quickly as possible. When presenting your data, use images and pictures, not just words. If possible, tell a story with your data.

This book does an excellent job at helping the reader navigate the world of Big Data, before they jump in. It is recommended for companies both big and small.