5. A GOODA GOOD WORKING KNOWLEDGE OFWORKING KNOWLEDGE OF
DATA SCIENCEDATA SCIENCE
6. ANALYTICS NEEDS TO START WITH AANALYTICS NEEDS TO START WITH A
QUESTION OR PROBLEM IN MINDQUESTION OR PROBLEM IN MIND
7. YOU CANNOT JUDGE THE QUALITY OF THEYOU CANNOT JUDGE THE QUALITY OF THE
ANALYTICS IF YOU DON’T HAVE A VERYANALYTICS IF YOU DON’T HAVE A VERY
CLEAR IDEA OF WHERE THE DATA CAMECLEAR IDEA OF WHERE THE DATA CAME
FROM.FROM.
8. THE EXAMPLE OF A HOSPITAL THATTHE EXAMPLE OF A HOSPITAL THAT
WANTS TO REPLACE ITS ULTRASOUNDWANTS TO REPLACE ITS ULTRASOUND
MACHINEMACHINE
9. UNDERSTANDING THE DATA-UNDERSTANDING THE DATA-
GENERATION PROCESS CAN ALSOGENERATION PROCESS CAN ALSO
UNCOVER THE PROBLEM OF REVERSEUNCOVER THE PROBLEM OF REVERSE
CAUSALITYCAUSALITY
10. USE DOMAIN KNOWLEDGE, MANAGERS SHOULD
USE THEIR KNOWLEDGE OF THE BUSINESS TO
ACCOUNT FOR STRANGE RESULTS
11. KNOW IT—DO NOT JUST THINK ITKNOW IT—DO NOT JUST THINK IT