Replace data with measurements

To tell whether a statement about data is over-hyped, see whether it retains its meaning if you replace data with measurements.

So a request like "Please send me the data from your experiment" becomes "Please send me the measurements from your experiment." Same thing.

But rousing statements about the power of data become banal or even ridiculous. For example, here's an article from Forbes after substituting measurements for data:

The Hottest Jobs In IT: Training Tomorrow's Measurements Scientists

If you thought good plumbers and electricians were hard to find, try getting hold of a measurements scientist. The rapid growth of big measurements and analytics for use within businesses has created a huge demand for people capable of extracting knowledge from measurements.

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Some of the top positions in demand include business intelligence analysts, measurements architects, measurements warehouse analysts and measurements scientists, Reed says. "We believe the demand for measurements expertise will continue to grow as more companies look for ways to capitalize on this information," he says.

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