Why data isn't information Why information isn't insight Why insight isn't wisdom But it is a start ...

1. Donald Rumsfeld
“There are known knowns; there
are things we know that we know.
There are known unknowns; that is
to say, there are things that we
now know we don't know.
But there are also unknown
unknowns – there are things we do
not know we don’t know.”
1 SERENA SOFTWARE INC.

2. Evangelism for Data
Why fighting fires is a bad thing
Kevin Parker, VP and Chief Evangelist 17
Apr 2013
SERENA SOFTWARE INC.

3. … but first a word about jetlag …
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4. 4 SERENA SOFTWARE INC.

5. A “minute” is very
different depending
on which side of the
bathroom door
you find yourself on
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6. “Errors using
inadequate data
are much less
than those using
no data at all.”
Charles Babbage –
Inventor,
Mathematician,
Engineer,
Philosopher
6 SERENA SOFTWARE INC.

7. 2012
2011 there were 74,126 forest fires
Covering 3,524,810 hectares
2012 there were 56,127 forest fires
Covering 3,682,682 hectares
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8. Sometimes it’s about the forensics …
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9. … sometimes it’s
about Facebook
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10. “Data is not information,
Oakland Hills information is not knowledge,
Sunday knowledge is not understanding,
20th October 1991 understanding is not wisdom”
Clifford Stoll –
Astronomer,
Author,
Spy Catcher
10 SERENA SOFTWARE INC.

11. “Intuition becomes increasingly valuable in the new information society precisely
Sunday October 20th 1991 because there is so much data.”
John Naisbitt –
Author,
Speaker,
Futurist
Oakland Hills 25 killed
Wednesday 150 injured
23rd October 1991 6.2 km2 razed
72 hours after 3,354 houses destroyed
the fire started 437 apartments destroyed
11 SERENA SOFTWARE INC.

12. Tree branches no less than 6’ from the ground
30 foot fuel reduction zone around buildings
10’ space between trees and buildings
New pumps to seismic code
Building material codes
Grass less than 6” long
Annual inspections
New water tanks
Oakland Hills
Sunday
14th October 1991
On 12
my way to a bar-b-que
SERENA SOFTWARE INC.

13. Context is everything
13 Data is wisdom
SERENA SOFTWARE INC.

14. Everyone is entitled to
their own opinion
But you are not entitled
to your own facts
Daniel Patrick Moynihan –
Politician,
Academic
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15. I used to
spend all of
my time
fighting fires
Now my time
is finding out
who’s starting
15
them
SERENA SOFTWARE INC.