One common mistake customer strategists fall into when using predictive analytics is believing the analytics process alone will find the answer to the key business question. This Ted video from Shyam Sankar highlights the benefits of problem solving when the right interface is achieved between humans and computers.
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Sankar mentions several instances (including a Chess match and finding terrorists) in which the best solution was identified not by a computer alone, but those that involved collaboration between human and machine.
His presentation suggests an important application for customer strategists. When leveraging predictive analytics to solve a business challenge we must ask ourselves how we can design the human around the process, not the process are the computer.
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