Research on data provided by 122 companies in the advertising, digital, publishing, and software sectors (industries characterized by uncertainty over outcomes) suggests that data driven decision-making could be counter-productive under conditions of uncertainty. Heuristics and gut feelings often offered a better tradeoff in terms of decision-making speed and accuracy; the inclusion of analysis in the decision-making process did not bring about any meaningful improvement in accuracy while significantly reducing speed.
Data-driven decision making is often viewed as…
