A lot of companies talk about being data-driven, yet fail to define—explicitly—what it means in practise. Being data-driven is seen as being a de-facto good thing, even though many can’t describe how data-driven decisions are made in their company.
A colleague described the idea of a data continuum, which I found useful to building a more deliberate mental model for how a team or company uses data.
On the one end is “No data”. Everything is an intuitive decision.
On the other end is “Data-driven”. This is where every decision is made with data, the data wins every time, and there is little room for nuance.
And in the middle is “Data-informed”. This is where data is preferred when it’s available, but its always supplemented with some combination of qualitative insight, research, intuition, experience, or conscience.
On either end of the continuum, the world looks black and white. But all the colour is found in the middle.