WHAT IS IT WITH DATA ANALYSIS? – Or, more specifically, why does it nearby always seem to trigger the same response from clients: ‘The data you’ve used is unreliable.’

On the one hand you could easily argue that if this is a stock-standard response you shouldn’t be surprised by it. When it comes to crunching numbers, Pavlov seems to marry Newton: Actions seem to cause (same) reactions. And for me, yesterday was déjà vu all over again.

Five weeks ago I started yet another ...