Ruben Ugarte Talks About Data Decision Making And The Data Mirage

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So Ruben is an expert in data decision-making and the author of the Data Mirage. He helps medium-sized and large enterprises, including the fortune 1000, find their hidden treasures and use them to boost performance, significantly increase profitability, dramatically lower costs and make their teams world-class.

He's done this globally across five continents with some of the most innovative companies. So that was a mouthful Ruben, tell us a little more about yourself. 

Ruben: Well, it's a pleasure to be here Ken. Thanks again for that intro. You know, I guess I would add that I got into this field as an engineer. When I was a kid I learned how to code. I taught myself how to code and to me, data is fascinating because it's very technical, but it's really mostly used by non-technical folks, marketing teams, sales teams, and on. 

And I realize companies have a lot of potential in using their data, which they have tons of, right. Companies are drowning in data, so be able to turn all that into insights. And I think that's what I fundamentally do with companies and readers who read my blog and newsletters and things like that.

Ken:  Okay. So why did you write this book, Data Mirage? 

Ruben: Well, you know, after five years of working with clients, I thought, you know, there's so many questions that keep coming up over and over again. There's only so many people I can actually work with. I think there's probably something here for a book or enough for a book. And I also thought when I looked at the sort of book space, of the data, there wasn't really anything that covered what I wanted to talk about, which is really the sort of psychology or the human element of data.

And I think the technology portion, vendors, CVPs, BI tools, whatever we could talk about here, it's mostly straightforward. It gets easier year by year, as technology gets better, but the people, you know, how people actually consume data, do they trust the numbers? Can they make a decision on those numbers? And then how the companies turn their data into insights?

 I thought that was underserved. So I thought, you know what? I'll write the book. I'll focus on that. I'll have a little bit of technology, but the bulk of the book is focused on how to work with your team and get more insights from your team.