{"id":1647,"date":"2014-12-19T11:00:55","date_gmt":"2014-12-19T05:30:55","guid":{"rendered":"http:\/\/gtm360.com\/blog\/?p=1647"},"modified":"2021-11-05T16:26:39","modified_gmt":"2021-11-05T10:56:39","slug":"how-to-lie-with-big-data","status":"publish","type":"post","link":"https:\/\/gtm360.com\/blog\/2014\/12\/19\/how-to-lie-with-big-data\/","title":{"rendered":"How To Lie With Big Data"},"content":{"rendered":"

\"51FVlKJT9JL\"<\/a>Darrell Huff’s classic\u00a0How To Lie With Statistics<\/strong> is as relevant now as it was when it was published 60 years ago.<\/p>\n

In fact, it’s perhaps more relevant now because, as more data has been generated in the last three years than in the entire history of mankind, there’s so much more raw material for lying now than ever before.<\/p>\n

Whether it’s statistics or big data, the goal of lying is still the same:<\/p>\n

Draw\u00a0a favorable conclusion by ignoring unfavorable alternatives.<\/p><\/blockquote>\n

Coming to the techniques of lying, let’s see how they have evolved by taking a few examples of playing footloose with data.<\/p>\n

#1. Faux Data<\/strong><\/p>\n

“I polled my 1000+ LinkedIn Connections to ask them whether they preferred fingerprint or password to access their Mobile Banking app. 80% of respondents voted in favor of Fingerprint.”<\/em><\/p>\n

It’s\u00a0intuitively clear that people will prefer the convenience of a fingerprint over the pain of entering a long password on the virtual keyboard of a smartphone. That said, we crave data before agreeing or disagreeing with anything. This statement slakes our thirst for numbers, so we readily give it the thumbs up.<\/p>\n

There’s only problem: The aforementioned statement suggests that 800 people voted for fingerprint. \u00a0That’s totally wrong, as you can see by looking up the actual figures here<\/strong><\/a>.<\/p>\n

This technique works by using word play. In this example, the sleight-of-hand is in the word “respondents”.<\/p>\n

\"istockphoto_thinkstock_silence_1\"<\/a>#2. Strategic Silence<\/strong><\/p>\n

“Sixty-two percent of consumers expect live chat to be available on mobile devices, and 82% would use it.”<\/em><\/p>\n

I read\u00a0this in the following tweet by\u00a0@rshevlin<\/a><\/strong>.\u00a0<\/strong><\/p>\n

\n

"62% of shoppers want live chat with brands on mobile devices" http:\/\/t.co\/AHfZGfcPR7<\/a> <-Nonsense. 62% of ppl don't know what live chat is.<\/p>\n

— Ron Shevlin (@rshevlin) October 14, 2014<\/a><\/p><\/blockquote>\n