Data guided, not data driven

I like data same as the next guy. But I don't like pronouncements like the one I heard at an industry event last year: "If it isn't data, it doesn't exist."

Let's get ahold of ourselves. Sure, data gives grounding. It's a starting point, and it's even a GPS. But there's much more to any decision.

It used to be taboo to say that around the business intelli…