In his recent book, Competing Against Luck, Harvard professor Clayton Christensen discusses some of the limitations of Big Data in helping marketers fully understand the customer journey. With the rise of Big Data and Machine Learning, the time is right to explore limits and engineer solutions to overcome these.
Those of you who have worked with me and my staff over the years know how we have always advocated for in-depth projective research techniques, quality over quantity.
Christensen's book is worth the read and offers several nuggets that encourage marketers to look "under the hood" and dig deeper in order to understand customer mindsets and not relying too heavily on the comfort and “crisp precision of spreadsheets". Here are some of our favorite highlights: