Everyone wants to be data-driven: "We want to do things empirically correctly, so we just rely on the data to provide a value-neutral assessment of the best course forward."

Except for the most part, data-driven tends to be data-informed, at best. Because you can tell any story from a given set of data. We'll talk what data can actually tell you vs. what it can't, looking at specific case studies and examples.

We'll discover how to find the right data to help drive your decisions, and how you might actually be able to collect it. And at least once I will get so upset about someone using data incorrectly I'll start sputtering, which is pretty amusing for everyone else.