The ROI Paradox: Why Your Data Initiative Might Be Telling the Wrong Story

Last week, I had the pleasure of speaking to a small group of Women in Data Science Puget Sound volunteers about my book Driving Data Projects. They specifically wanted to talk about the topic of measuring ROI.

In the world of data-driven decision making, we often fall into a trap that I call the “measurement paradox.” It’s a sneaky cognitive bias that leads us to focus on what’s easily measurable, rather than what’s truly important. Let me illustrate with a simple example.

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