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The Strange Addictiveness Of Analytics

(Why our craving for data might lead us to a place we can’t control)

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Chapter One: why analytics are addictive

The human brain is wired to seek out patterns.

From An Evolutionary


Recognizing Patterns is crucial to survival.



Relied on patterns.

Like the migration habits of animals.

Or the changing of the seasons.


helped us hunt.


And thrive

Take a look at the table below, showing the frightening scale of data in 2023.

90% of the world’s data has been created in just the past two years.IBM, 2021
47% of marketers consider data as the most important factor when making marketing decisions.Domo, 2020
73% of business leaders say that data analytics will be a key factor in their organization’s future success.Forbes, 2019
89% of companies believe that investing in data quality will lead to higher revenues.Experian, 2019
Data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain customers, and 19 times as likely to be profitable as a result.McKinsey Global Institute, 2018

Today, our desire for patterns remains undimmed. It’s hardwired into in our makeup. But the information we crave has changed. We no longer need to memorize the patterns of animals, or the changing seasons. Survival means succeeding on a financial level.

For this, data and analytics are extremely helpful…

Chapter two: Feeding Our brain’s craving


Our brain finds patterns.

It creates a mental note.

This is used to help us map

out the future.

It’s called…

Predictive coding.

a fundamental principle.

On how the brain works.

Pattern recognition.

Is facilitated.

By several areas of the


Pre-frontal cortex.

Temporal lobes.

Parietal lobes.

Take a look at the table below.

By 2025, the global datasphere is expected to grow to 163 zettabytes, which is 10 times the amount of data generated in 2016.IDC, 2020
71% of enterprises believe that big data analytics is important to their business goals and objectives.Forbes, 2019
80% of companies say that improving data quality is a priority for them.Experian, 2020
The average data breach costs companies $3.86 million, and it takes an average of 280 days to identify and contain a breach.IBM, 2020
In 2021, the average time spent on social media by internet users worldwide was 2 hours and 25 minutes per day.Statista, 2021

When a pattern is found, the brain is rewarded.

It releases…


A neurotransmitter

Associated with


Which leaves us craving more.

and more.

and more.

Chapter three: Finding patterns in data

Since we’ve evolved

To crave patterns to survive

It’s no surprise that we turn to data…


Is how we predict

The future

Through advanced



and analytics

Analytics release


Linked to our

evolutionary desire

to survive.


noted In a study that the use of big data and analytics

has grown by


in the last decade.


It’s not just businesses that rely on it.

From personal fitness trackers and banking analytics, to social media algorithms and project management, both individuals and organizations depend on data to survive.

Data lies at the heart of everything.

But as the data continues to grow

We will need to get better at Interpreting it.

Turning abstract numbers.

Into real insight.

This is what will drive.

the AI revolution.

Chapter four: The ethics of data


As our desire for data grows.

So too do the risks behind it.

Data is valuable.

For both ethical business, and criminals seeking to exploit it.

The spotlight is on how we gather it.

Personal data.

Is fiercely protected by some.

And governments.

Are catching on.





Data exists in everything.

Our craving is never satisfied.

And we are only at the beginning.

AI will see the use of data grow.


While analytics have become addictive.

Soon, we might have to keep our cravings in check.

Infinite possibilities

But also untold problems.

Overall, the human brain is wired to seek out patterns because it is essential for survival, and is a fundamental aspect of how the brain processes information.
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