Why “Just Take the Average” Is Killing Your Data Decisions!

The one metric executives overuse—and the smarter way to see the truth.

Author

Glenda Carnate
September 21, 2025

Read time: 2.5 minutes

Executives love shortcuts. However, shortcuts in data often lead to incorrect decisions.

Translation? Entire organizations are steering billion-dollar strategies with the same math you learned in 3rd grade.

The Harsh Reality of “Average Thinking”:

  • Averages flatten the truth – They bury peaks and valleys that matter most for risk, customer behavior, or revenue.

  • Outliers wreck clarity – One extreme datapoint can shift an average enough to mislead strategy.

  • Context gets erased – “Average of averages” is statistical malpractice. What appears balanced may actually conceal significant disparities.

  • Executives demand simplicity – But simplicity without nuance isn’t strategy, it’s gambling.

Key Takeaways for Smarter Analytics:

1. Always test for outliers – One unusual data point can explain the entire story if you look for it.

2. Use Aggr() and advanced functions – Tools like Qlik offer deeper breakdowns that reveal distributions, not just flat averages.

3. Segment before you summarize – Slice data by groups, regions, or timelines. What appears “average” overall often reveals distinct patterns underneath.

4. Challenge “quick metrics” culture – Don’t accept “just give me the average.” Push for insights that align with reality, not convenience.

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