Today, the world is full of data. But insight doesn’t scale with data. In fact I can tell you everything you need to know about data analytics in eight charts without referencing "big data" - and yes it does deserve those speech marks. This is all possible because human beings are depressingly predictable in their behaviors.

Once you see the matrix, you cannot un-see it. This presentation is like taking the red pill. The truth is nowhere near as scary or black box as some people would have you believe. Through 8 charts I will illustrate why Vilfredo Pareto was unknowingly right about almost all businesses, why behavior is the best predictor of behavior, why you should never buy a segmentation solution, why predictive modeling is rarely useful in the way you think it is and finally, if data analytics is so important why most companies are completely useless at it.