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12:30 PM - 1:25 PM EST  |  Wednesday 19

Making More Scientific Decisions with Customer Data

Don Peppers
Author, Speaker, CX Expert & Founder

General Sessions

Despite the skyrocketing amounts of customer data available, many business and marketing managers still make their most important decisions the old-fashioned way, relying on a mix of gut instinct and anecdotal judgment, with an emphasis on the opinions of the highest-ranking executives in the room. Adopting better, more scientific decision-making practices with data will improve business outcomes. In this keynote presentation, designed specifically for non-mathematical managers, Don Peppers will discuss, among other things:

  • Recognizing the important difference between observable, objective data and survey-based data, or data delivered directly via customer interactions;
  • Understanding and making allowances for the subjectivity that characterizes customer opinions and feedback;
  • Avoiding the organizational hazard posed by “Goodhart’s Law” (any metric used as an incentive is no longer a valid metric);
  • Identifying and overcoming humans’ many inherently irrational biases in data-based reasoning; and

Asking the right questions of data scientists, even without using equations.