Why we use Evidence Based, not Data Driven

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The adjective ‘data driven’ has become very popular in marketing circles in past years. A quick search in Wikipedia returns its definition as:

The adjective data-driven means that progress in an activity is compelled by data, rather than by intuition or personal experience. It is often labeled as business jargon for what scientists call evidence-based decision making.

Whilst this statement takes a less than flattering poke at those who use the phrase data driven, in my opinion the differences run far deeper.

At Panalysis we prefer to use the phrase “evidence based” for a number of reasons. Here are a few of them.

The Data Made Me Do It

Data driven implies that the data is in control.

Whilst surprising insights and efficiencies can and do emerge

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