How data deceives

Averages, ratios and indices can easily lead you to false conclusions, says this retail veteran and author.

by Ian Shepherd

"Our customers visit us on average 2.3 times a month..." "This product over-indexes with older customers..." "We hold 10 days’ worth of stock in our stores..."

Sit in any management meeting and you’ll hear statements like those thrown around about every conceivable topic – customers, financial results, operational performance and more.

It is very easy to move on from these observations and start the strategic discussions that they seem to invite. How can we increase that visit frequency, turn our stock more quickly and so on?

Sign in to continue

Sign in

Trouble signing in?

Reset password: Click here


Call: 020 8267 8121



  • Up to 3 free articles every 90 days
  • Free email bulletins

Register Now

Take a free trial

Get 30 days unrestricted access to:

  • All the latest news, trends, and developments.
  • Exclusive interviews with CEOs and thought-leaders
  • MT Classroom - giving you an academic grounding without expensive courses
  • Management Matters and other in-depth content.
  • Daily bulletins straight to your inbox

Take a free trial today