Every one has a story to tell . . .

On location of Storybrooke, ME from Once Upon a Time

I am a fan of data analytic yet I grow concerned that we rely too much on it. Not because it cannot tell us important information, drive decision making, and increase efficiency through pattern recognition. Rather, my concern is centered around the fact we tend to forget at the end of every data point is a person, a family, or an individual.

And, with that person comes a story, their story. Their very own, individual story. A story they want to share.

Big data has great potential to serve us in the world of buyer behavior. Don't forget though that sometimes an individual story is necessary to be heard in order to better understand the customer we so want to serve.

houston@figment-consulting.com