Data is easy. Deciding is hard. 3 issues we need to resolve.


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Highlights from some of my recent work at Ugly Research. We need to resolve these 3 issues: 1) Too much ‘Ooh, shiny!’ 2) It's not ‘data vs. people’. 3) Visualize decisions, not data.

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Data is easy. Deciding is hard. 3 issues we need to resolve.

  2. 2. What’s separating decision makers from good evidence?* 1. Too much ‘Ooh, shiny!’ 2. It’s not ‘data vs. people’. 3. Need to visualize decisions, ©2014 Ugly Research not data. *Highlights from ‘Data is easy, Deciding is hard.’ available at
  3. 3. 1. Too much ‘Ooh, shiny!’ Pretty pictures aren’t enough. How do data connect to business objectives? ©2014 Ugly Research Source: Datanami / Robert Gelber
  4. 4. 2. It’s not Data vs. People. ©2014 Ugly Research Decisions require both.
  5. 5. 3. Visualize decisions, not data. ©2014 Ugly Research you can expect this result. If you take this action Show the decision Here’s why: Evidence Method: Linear regression Source: RCT “Historical trends show that outcomes are …” DataSci Method: Bubble Source: Customer “Analytics predict better outcomes if people …” Method: Dynamo Source: SAS “Evidence shows this action will influence …” Show data that explains the decision Cruncher
  6. 6. Let’s fix the data-to-decision process. Join us at Get ‘Data is easy, deciding is hard.’ ©2014 Ugly Research at
  7. 7. Let us know what you think. email: twitter: @UglyResearch