Numbers need context to have meaning. Big data is widely discussed but data scientists must identify how to properly use and understand data to guide decision making and influence behavior. Data can be leveraged to analyze users, validate designs, educate and create awareness, recommend personalized options, and delight customers when implemented appropriately based on trends and opportunities within products and processes.

1. What the numbers tell us
Anna Dahlström, Geeky 23 Oct 2012 - London

2. 12,214

3. 12,214 days

4. 12,214 days
since I was born
not how we usually refer to our age

5. 17 May 1979
still relies on us converting it based on our own reference points

6. 33 years
5 months
7 days
a precise reference & easy to understand

7. Numbers
need context
without it they have very little meaning

8. Context is
dependent on our
understanding
formats, measures & cultural references

9. 348 miles
distance between my house & the Royal Dublin Society

10. 348 miles
visual references aid our understanding

11. 348 miles 374 miles
visual comparison helps even further

12. 560 km 602 km
known measures provide instant reference points

13. Has to be
the right context
or the numbers become misleading or hard to understand

14. Big data
everybody is talking about it

15. Data scientist
“The sexiest job of the 21st century”, Harvard Business Review

16. Eat & sleep data
what to use & how it can be used

17. In decision making

18. Identify
trends & opportunities
Source: www.flickr.com/photos/jorgeq82/4732700819

19. Guide
where to start & what to focus on
Source: www.flickr.com/photos/dpstyles/3448453466

20. Measure
kpis - what, how & for how long
Source: www.flickr.com/photos/mr_t_in_dc/1394718838

21. Review
how we did & what we need to do
Source: www.flickr.com/photos/davedugdale/5099605109/in/photostream

22. In the design process

23. Analyse
tell us something about our users
Source: www.flickr.com/photos/vrypan/490057546/

24. Reference
why & what
Source: www.flickr.com/photos/vrypan/490057546/

25. Validate
design decisions & approaches
Source: www.flickr.com/photos/nomadic_lass/5598218199

26. As part of products

27. Communicate
more understandable way
Source: ivancash.com/Infographic-of-Infographics

28. Educate
creating awareness & reach
Source: www.slaveryfootprint.org/

29. Alert
reminders, awareness, notifications, warnings
Source: www.flickr.com/photos/teraminato/4716125623

30. Nudge
influence online behaviour
Source: screenshot hotels.com

31. Influence
offline decision making
Source: www.bbc.co.uk/news/science-environment-19571053

32. Reassure
ratings & reviews, how many others, how many of my friends
Source: screenshot hotels.com

33. Recommend
other people who liked this also liked.... this is similar to...
Source: www.flickr.com/photos/dcmetroblogger/6574651159

34. Delight
the cherry on the cake
Source: www.uniform.net

35. Big data
Big potential
it’s a gold mine

36. Understanding data
what to use, how it can be used & how to actually use it

37. “What decisions
could we make
if we had all the
information we need
- Harvard Business Review

38. Thank you. Questions?
@annadahlstrom | www.annadahlstrom.com