3 Human Traits We Must Bring to Big Data

Jane Chappell is the vice president of Raytheon's Global Intelligence Solution. You check your mailbox and there's a free subscription to a parenting magazine, a sample of baby formula and coupons for store-brand diapers, but you and your spouse just renewed your AARP membership. Obviously, something has gone wrong, and the algorithm used to process trends and habits to build a unique profile revealed its limitations. Perhaps you shopped for baby clothes for a new grandchild and the resulting consumer data told the retailer you were likely a parent-to-be rather than a retiree. Mailing samples of baby formula rather than coupons for wine-of-the-month club is expensive to both a store's reputation and bottom line.