As much as people (especially here) think that everything can be solved by Big Data/Machine Learning, human experience and intuition are still very important.
No, you can't A/B test your new logo, or the design of your page from scratch.
Big Data can't tell you your product sucks. Option A may be better than Option B but this is in the context of both options (and not considering all other possibilities)
I see companies firehosing every tiny bit of consumer data hoping to be able to make sense of it all and find something there. Meanwhile they're missing whatever their competitor is doing and what their consumers are liking about it.
Those companies are just cargo-culting into the Big Data cult, like everyone else. It doesn't mean they aren't getting useful answers from their black box.
Heck, sometimes it's even useful to have a Magic 8 ball make a decision for me.
No, you can't A/B test your new logo, or the design of your page from scratch.
Big Data can't tell you your product sucks. Option A may be better than Option B but this is in the context of both options (and not considering all other possibilities)
I see companies firehosing every tiny bit of consumer data hoping to be able to make sense of it all and find something there. Meanwhile they're missing whatever their competitor is doing and what their consumers are liking about it.