// data pit
The Data Pit
Marketing maths for marketing leaders (without PhDs). Separating signal from noise, how people actually decide, and the use and misuse of data in marketing.
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// issues
Data Dredging
When the data will confess to anything.
Sampling Bias
When you mistake the ‘easy to reach’ for the entire market.
The Hawthorne Effect
When being observed becomes the performance.
The McNamara Fallacy
When measuring the measurable replaces understanding the meaningful.
Simpson’s Paradox
When every test looks right, but the overall result goes wrong.
The Cobra Effect
When fixing a metric makes reality worse.
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