Cargo cult analytics

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Chris Coyier on

There is a lot to quote in this great article by Stijn Debrouwere:

There’s nothing like a dashboard full of data and graphs and trend lines to make us feel like grown ups.

… metrics only make sense when you’re going to do something with them.

I’ve never seen a news organization that has a workflow that would allow them to routinely respond to their readers’ behavior right now.

1) Have an idea where, depending on data, you’ll do A, B, or C. 2) THEN look at data. 3) Then do A, B, or C.

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