When looking data, be mindful of the “missing” data
Data… The word alone can send shivers down the spines of Business Owners. Either good shivers or those that lead to cold sweats. The challenge is the amount of data, and what to do with it. This is not new, and not related only to technology we know today. Think about what data was required 30 years ago, and what it was used for.
Why are we asked for, and do we as Business Owners ask our clients for, the data we do…?
The story goes that during World War II, fighter planes would come back from battle with bullet holes. Looking at the data – bullet holes in those planes – they thought it a good idea to strengthen the most damaged parts of the planes.
Why? So that more planes would return from battle.
But is that what the data “said” – strengthen the most damaged parts of the planes?
What about what they couldn’t see on those returning planes? “Missing” data from the planes that didn’t return.
But no data was “missing”.
Abraham Wald (a mathematician) pointed out that perhaps there was another way to look at the data.
Could it be that the areas with no bullet holes showed where the not-returning planes were shot?
Obviously, this led to the planes being re-enforced on the parts where there were no bullet holes.
Beware of how you look at data. Especially the “missing” parts.
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