[dmix]

This is an interesting point.

I'm curious if one of the 'myths' of a data driven company is that you can instantly begin making decisions fed by 'real-time data' and learn after-the-fact from feedback loops. But for many legacy businesses the data pipeline for their important KPIs still moves slowly.

And then the data that does come in quickly becomes over-valued because everyone was sold the idea of instant gratification. So there is pressure to react to things quickly like meaningless web traffic metrics or local sales data - which may fluctuate heavily on a daily basis - instead of waiting for relevant patterns to emerge over longer periods.

Statistical significance and error rates are then overlooked in the name of a cargo cult data culture.

This is why business books can be dangerous or even destructive, as business advice from one person's experience is sold as generic design patterns that apply to every business - which isn't the case. This is why understanding the business inside-and-out is the most important attribute, then having MBA-esque skills/toolset is useful second. So you take the reality of the business into full consideration and apply tools to it, rather than seek out tools and pigeonhole your business into them.