Getting TITE With Data

TITE: A framework for assigning context to data

TITE: A framework for assigning context to data

In his book Knowledge is Beautiful, British data journalist David McCandless says context plays a key role in how well we understand information: “When you understand something, you’re able to perceive its structure: its connections, its relationships, its significance relative to everything else,” he writes. “Context, I’m realising, is the field of these connections, the network we plug any new information into. That explains why, when something is contextualised, we can suddenly get it. It feels ‘meaningful’ to us because it fits into the network of what we already know and understand and can relate to. Our knowledge.”

Google’s Daniel Waisberg shares his new framework, TITE, for helping marketers gain context and get actionable insights from their data. It’s not rocket science, and some of the concepts may not be alien, but I think it could be useful in thinking about how we approach big data. Read more here.

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