The role of intuition in Big Data

Posted by Justin Hesser on December 24, 2013

There's a misconception that analytics and intuition are inherently at odds. That once you've hired a Connecticut FileMaker developer and invested in the attendant software, there's no longer a place for the sort of shrewd decision-making that comes with first-hand experience. In fact, this couldn't be further from the truth: using Big Data can support and confirm intuition, and allow you to pursue the hypothetical to a degree that would otherwise not be possible. 

One of the most obvious uses for this sort of naturalistic insight is in choosing the right subject in which to apply analytics. You can't get data on everything, so deciding where the software would be best applied requires a keen understanding of the nuances of your company. 

One salient example of this wisdom is the Caesar's chain of casinos. CEO Gary Loveman noted that there was low customer loyalty across his properties and that the customer service experience could be improved. This tactic hadn't been attempted in the gaming industry, but Loveman had a hunch that it could be a valuable piece in the revenue puzzle. 

But he didn't stop there. Instead, he invested in long-term analytics projects that sought to parse out exactly where the "service profit chain" could be strengthened. Loveman also understood the importance of orienting and guiding your information processes, which is why he insists on a ROI calculation for these sorts of projects. If you don't know how to use it properly, all the data in the world is for naught.

In the end, FileMaker is a tool. It's an incredibly valuable and powerful one, to be sure, but it requires the right craftsman to get the best out of it.