Intuitive analytics: The same as analytic guessing?
Abstract
Can we really be intuitive about something we never learned? Can intuition be spontaneously acquired without any previous knowledge? The use of business intuition and conventional wisdom in marketing and marketing science is not new. Systematic use of intuition in these disciplines has been part of the recipe for success for many organisations and individuals over time. The use of the wrong or outdated intuition, however, can lead to costly mistakes and organisational frustration or gridlock. In this paper, the author discusses some potential reasons why intuition loses its relevance if not properly maintained and updated. He also puts forward an approach that may help overcome this issue.
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Author's Biography
Rafael Alcaraz is the chief analytics and science officer at Aspire Ventures. He manages and mentors the Aspire Science team who achieve Aspire Venture’s vision to build companies that solve the world’s greatest problems using Cloud computing, machine learning, semantic analytics, big data visualisation and mobile technologies. He oversees the design and technical road map for Aspire machine learning tools as well as providing the needed science leadership and support for ventures at all phases of Venture development.
Citation
Alcaraz, Rafael (2016, February 1). Intuitive analytics: The same as analytic guessing?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 1. https://doi.org/10.69554/DSHN2734.
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