Beyond Quants: The Human Side of Data Science
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The document discusses how relying solely on data can provide an incomplete view of customers as their lives are not static. It suggests using ethnography, where decision makers experience customers' lives firsthand, to gain a more empathetic understanding and find new opportunities. Ethnography allows learning customers' personal stories to better know and care about them beyond what data reveals.
Beyond Quants: The Human Side of Data Science
- 2. how we think about our customers Data has revolutionized
- 3. Our algorithms help turn into order.
- 4. And find signals amidst the noise.
- 5. What happens when the data trail goes cold?
- 6. Data has revolutionized how we think about our customers and
- 7. This leaves us thinking with half a brain …and half isn’t always good.
- 11. Data gives us a snapshot in time
- 12. But our customers’ lives aren’t static
- 13. Each of their lives is a personal story that we can learn from
- 14. Ethnography puts a decision maker into a customer’s shoes Even if they don’t fit.
- 16. It will open new markets and opportunities
- 19. It will change the way you think about segmentation
- 20. Too many candidates, not enough good fits
- 24. Most importantly, it will build organizational empathy
- 25. It’s hard to care about a customer you don’t know
- 26. “If the story is not about the hearer, he will not listen.” - John Steinbeck, East of Eden