
242 Applying Analytics: A Practical Introduction
accounted for the known sources of uncertainty. Ke e p this in mind when com-
municating findings.
A good e xample of the co nce pt of integrity in action can b e found in
data visualization. When making plots, it is e asy to exagge rate the trend
you are trying to demonstrate by adjusting the axes in improper ways or by
showing only selected subsets of the data.
4
Tufte (20 01) expresses integr ity
by arguing that “graphical excellence begins with telling the truth about the
data.” In other words, the analyst should present the data in such a way that
the audience leaves with an accurate a nd complete