Dear HR, Your Analytics Are Lying to You

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James Ellis, Digital Strategist

3/3/2014

Let’s pretend you are going to open a business that sells high-end denim jeans. They’re cotton that sells for $300 a pair, so it seems like a profitable, high-margin business. But you need to make a decision about what sizes of jeans to have produced. So you do a quick survey of a hundred likely shoppers and you discover that the average waist size of your target audience is 32-inches. As a savvy and data-minded business person, you place an order for 1,000 pairs of jeans, all with a 32-inch waist. More

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