The Data Human Index
Score a brand, with the work shown
Enter a brand’s address. This measures what can be measured from the outside and hands you the rest, with the reasoning behind every number. It is a starting point for your own scoring, not a published Index score, and every figure can be overridden.
Prefer to do the whole thing by hand? Compare two brands further down this page.
Reading the homepage, then the policy and the support page.
Could not read the site
Nothing is wrong with your address or with the Index. Score it by hand below, using the same rubric.
Or compare two
Two brands, side by side
Scoring by hand, which is the one thing the tool above cannot do: two shapes next to each other. Pre-loaded with Facebook and TikTok, a point apart on the total and nothing alike in shape. Hit Clear form to use your own.
Brand A
Scores
Evidence notes
Brand B
Scores
Evidence notes
What this does and does not do
It looks. It does not judge.
Transparency and Empathy are click counts, so they can be measured. Clarity is measured with the same engine as every published score. Consent almost always needs a human, because banners are drawn by JavaScript and whether accept and decline are equally easy is a judgment. Control usually sits behind a login, which the guide caps at 2 anyway.
Where the probe cannot see, the dimension arrives blank with the reason. A confident wrong number would be worse than no number, and the point of this Index is that every score comes with its working.
It fetches public pages of the brand you name. Nothing about you is stored. Read the full scoring guide