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How Dunnhumby CEO Simon Hay Balances Big Data And Intuition


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So you have claimed behavior and you have actual behavior, and they both have a role... The reality is we don’t go around with perfect information in our head about our lives. So we have customers where we track that purchase behavior and we ask them, we get their permission to ask them about actual behaviors and aspirational data. And when you put the two together or the three together, it can be immensely powerful.

 there’s increased demands on us to be flexible, to be quick, to be agile, smart, all of those things, which you always had to do to win someone’s business—you just need them a bit faster and better than you did in the past. To do that, you need a bit more science and data and creativity. You need left and right brain, whereas in the past, maybe there was a different balance.

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