Unreliable storytelling is a fact of life, so how can we get to the truth in data analytics?
People are naturally-born storytellers, and this is a tactic that businesses have deployed to ensure their brand story is told in the right way.
However, storytelling can be unreliable as every narrator has a viewpoint. This can be particularly risky in business, whereby an employee can present a course of action with carefully selected data to support their argument. Human brains are also unable to recall every piece of information and can therefore present an unreliable argument.