10. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates
a poverty of attention”.
Herbert Simon, 1971
17. Oil has little value
Oil + Pressure + Heat + Chemicals = Big Value
18. Pressure = Force/Area
• Ensure data integrity (correctly report
the event)
• Garbage in, garbage out
• Problems on data capture often
involve human resources (training ,
processes, understanding the
importance of proper recording, etc. )
• If the Area is large ( several sources,
points of contact with the consumer,
geography, etc ) and you do not have
enough resources (Force), start
"pressing" one segment at a time
20. • Application of the scientific
method : inferences,
deductions, hypothesis
testing, statistical methods,
multivariate analysis (cluster,
conjoint , factorial , etc )
– Attention: correlation is no
causation and linear regression
is not forecast
• Always related to business
objectives
Heat