A detective’s story: How tiny clues can reveal great opportunities
Abstract
Big Data and advanced analytics are powerful tools for any data-driven team. Nevertheless, there are times when relying on vast amounts of data or dry A/B testing will deliver only a partial image. In such cases, the quality of this picture could be improved by embracing tactics such as avoiding wilful blindness, challenging preconceptions and adopting hybrid, bespoke approaches that deliver both the what and the why. This paper describes how ‘small data’ (to use Lindstrom’s term) can save the day by helping translate numbers into action, revealing a massive opportunity that would otherwise be missed.
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Author's Biography
Iulia Cornigeanu Cornigeanu is UX Research Manager at On the Beach, where her key responsibilities include supporting the data-driven and customer-focused strategy as well as defining and implementing best research practices. Dr Cornigeanu has prior experience in the market research industry, working for such companies as Join the Dots, Kantar, GfK and Synovate. During this time she specialised in brand and customer experience projects, using a wide variety of tools and methodologies across different industries and territories.
Citation
Cornigeanu, Iulia (2020, October 1). A detective’s story: How tiny clues can reveal great opportunities. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 2. https://doi.org/10.69554/ACAF9922.
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