🔥 The biggest mistake in behavioral analytics: treating people as independent data points
In social systems, behavior is relational: outcomes emerge from interactions, norms, and network position—not just individual attributes.
When analytics ignores relationships, three problems show up:
- False signals of performance or risk — highly visible users generate more measurable activity, while bridge/peripheral actors can be critical but invisible.
- Misleading causal conclusions — changes attributed to individuals may actually reflect shifts in their surrounding network.
- Optimization that harms the ecosystem — optimizing individual metrics can amplify dominant nodes and reduce diversity, resilience, or collaboration.
Better framing: stop asking “who performed?” and start asking “how did the system change?”