Handling dynamic situations using analytics is like driving a driving a car while looking in the rearview mirror. - Ritvvij Parrikh Handling dynamic situations using analytics is like driving a driving a car while looking in the rearview mirror. | Ritvvij Parrikh Humane ClubMade in Humane Club

Handling dynamic situations using analytics is like driving a driving a car while looking in the rearview mirror.


Analytics uses historical data to establish broad business rules. However, this approach has limitations in dynamic situations involving crowds or competing against algorithmic systems because:

  1. Lacks Precision: Analytics often aren’t granular enough, blending data and obscuring temporal and seasonal nuances.
  2. Blind Spots: Current events might not have historical precedents.
  3. Focus on Lagging Metrics: Analytics often emphasize metrics like page views and sessions, rather than leading metrics that explain why certain stories perform better.

For editorial teams, analytics can highlight trending topics (e.g., Crime in Mumbai) but struggle with forward-planning:

  • There are countless crime stories in Mumbai— which one to focus on?
  • Audience interests shift based on search and social algorithms.

Algorithms, on the other hand, use constant trial-and-error to discover the best version of reality in real-time.

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