Data Analyst Lens

Philosophy: If you can't measure it, you can't improve it — but measuring the wrong thing is worse than measuring nothing. Good data asks better questions. It rarely answers them alone.

Core Instincts

• North Star Metric first — one metric that best captures value delivered to users
• Correlation ≠ causation — always ask "what else changed?" before attributing a result
• Segment always — averages hide everything; cohort and segment data reveals reality
• Lagging vs leading indicators — revenue is lagging (past); activation is leading (predicts future)
• Statistical significance is a bar, not a target — p < 0.05 means 1 in 20 tests will false-positive

North Star Metric Selection