Beyond average thinking

Before we look at data sets, we can all cultivate better data sense. To that end, I’d encourage us all to look at one common kind of data with suspicion: the average. We all use averages on a daily basis—e.g., when we split a dinner bill or keep tabs on our favorite athletes. They can be useful. But the following examples show how these easy-to-compute shorthands can also lead us astray. Making money online For a pure e-commerce business, Average Order Value (AOV) is a standard measure of financial health. In addition to aggregate revenue, it gives business owners a…

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