I call this step Data Generation in order to emphasize that we don’t merely collect something already existing but do things actively to generate even more than what seems to be available in the first place. A good example for this is adding GPS to EXIF
data and thus enriching the data collected data gathered through a photo.
There are two types of data: Qualitative and Quantitative. We need both to make better decisions. I want to start with qualitative. Here is why:
Not everything that can be counted counts and not everything that counts can be counted. Albert Einstein
Qualitative Data (QLT)
QLT simply means the kind of data that counting doesn’t tell us much about its essence. Complaints, user reviews, session recordings, posts on social media, messages, phone calls… all these are examples for QLT.
How To Group QLT
There are many ways to do this. I prefer the following:
1. Unrequested: Means data is generated even though we didn’t ask for it. Example: Support tickets.
2. Requested: Means data is generated because we asked for it. Example: Surveys.
3. Observed: Means we set a system in place and then observed the data generated through interactions. Example: Session recordings.
How To Manage QLT
1. Determine data sources.
2. Segment people generating data.
3. Set up a process to generate data properly and continuously.
4. Set up a system to organize data.
5. Make data accessible, editable and open to enrichment.
Quantitative Data (QNT)
This is the kind we generally mean when we say data. It’s the kind of data it makes sense to count like sales, signups, bounce rate, page load time etc..
How To Group QNT
1. Behavioral: Means we count people’s actions. Example: Number of login actions.
2. Systemic: Means the data generated by our systems rather than people interacting with it. Example: Page load time.
3. Derivative: Means we play with data and create a new version of it. Example: Comparison of revenue on a yearly basis.
How To Manage QNT
1. Determine objectives. Both for company and users.
2. Make measurement a standard part of development.
3. Set up a system to organize data.
4. Make data accessible and open to enrichment.