Data

Plain English

Information you can use.

Definition

Data is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; contextglossary×ContextContext is the set of surrounding conditions that shape how someone behaves and decides, including their goal, their environment, their time pressure, and what happened immediately before. The same action can mean different things in different contexts.Open glossary term→ and interpretation are what make it useful.

In practice

Used to inform decisions, power systemsglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→, and train modelsglossary×ModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term→ across digital products.

In context

Most organisations have more of it than they can use and less of it than they need: plenty of records, few of them clean, labelled, or connected to the question being asked.

The reality

Not all data is useful, and poor data can leadglossary×LeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term→ to incorrect conclusions or outcomes.

Compared with