If you don’t have the right language in your data model, you’ll never be a Macher.
It turns out that having language to describe something in a nuanced way really does promote discovery and discourse. Creating good names for measures and patterns lets you describe things quickly and efficiently. The better your language, the better your conversations. The better your conversations, more likely you’ll be able to make an important discovery.
Take ‘conversion’ for example. It usually means the percentage of leads that turned into orders, but ‘conversion’ is a crappy name. Which leads? All the leads? Net of bounces? Leads where people spent more then 10 seconds on the site? Leads where someone actually had something in their shopping cart?
Measure them all, pick good names and then pare it down to the measures to the ones that actually tell...