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How big is it? A concept that could be missed if data isn't put into context - and potentially the source of some serious debate depending on your point of view! Providing a point of reference enables your reader to understand the significance and value of a data point. Without it, the reference could fall flat, and lose its meaning. Here's a great example. I tend to go "fishing" on a regular basis for info-graphics on digital viewing data. For me, as a researcher and marketer, it helps to size up what's happening among consumers, but also can defuse some of the unnecessary urgency that often goes hand in hand with free-standing data points. Simpli-fi published a great collection of dat