I found myself in discussion this week with some people that were creating their first sales page. They were making making decisions about the roll out of that were based on beliefs they held. Yet bigger providers in their field were doing contrary things to achieve marketing outcomes. I believe in doing what is known to work, instead of what your cognitive bias wants you to do.
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Some people would ask, as a data scientist are you upset that the data actually failed you. Not really. Because I know in data science gaining insights from data is a combination of what the data tells you as well as a business person’s intuition and experience. It is a failure to rely too heavily on one or the other. You need to question everything. The data as well as our cognitive biases.
Using a data-driven approach is key to achieving our business objectives. We just need to take the time to make sure we understand our goals and what metrics can help drive them. There are plenty of real world examples where the objectives haven’t been achieved while side effect outcomes are experienced. So we have to make sure our data-driven approach is robust. It will help us to move in the right direction.
We are probably the most tracked and measured people that ever walked the planet. And if you listen to the internet-of-things people, it’s actually only going to explode from here on it. Yet, awash in a sea of data are we really tuned into what this does for us. Now don’t get me wrong. I’m […]
Last night Salesforce held a global online event where they introduced Salesforce Lightening Experience, a major redesign of the user interface on Salesforce that will be available for Sales Cloud in Fall 2015. I attended a “viewing party” with the Kitchener User Group – 1 of the 100+ such groups around the world that broadcast […]