“Sta­tis­tics are like a bikini – what is revealed is inter­est­ing but what is hid­den is cru­cial.” – Aaron Lev­en­stein, Asso­ciate Prof. emer­i­tus of Busi­ness, Baruch College

In my lat­est Search Engine Land col­umn, I dis­cuss how to make your sta­tis­tics skimpy yet mean­ing­ful. This is because sta­tis­tics tell us about gen­eral trends and prop­er­ties about our data but often they hide infor­ma­tion that would give key insights. The goal of every ana­lyst then is to make sta­tis­tics skimpy – but at the same time, make them as reveal­ing as pos­si­ble while not over­whelm­ing the decision-maker with unnec­es­sary numbers.

In this post, I focus on work­ing the aver­age and median sta­tis­tics. While widely used to describe trends and data, they have a few lim­i­ta­tions, which can give you a wrong impres­sion of what is going on. Here’s a link where I show you how: http://​searchengineland​.com/​h​o​w​-​t​o​-​m​a​k​e​-​y​o​u​r​-​s​t​a​t​i​s​t​i​c​s​-​s​k​i​m​p​y​-​y​e​t​-​m​e​a​n​i​n​g​f​u​l​-​6​8​740

Dr. Sid­dharth Shah
Sr. Direc­tor, Busi­ness Analytics