Big data, metrics, dashboards, analytics, clickstream data…. It’s the era of quantitative, fact-based management. Does that mean only numbers matter, or is there still a place for qualitative input into the process?

When I was a young child, my father would take my siblings and me to the fast food restaurant.  I didn’t like pickles, mustard or onions, so he ordered me a hamburger with ketchup only. I would then spend the next five to ten minutes waiting for this burger, since it was considered a special order.  Now many years later when I order that same burger, it’s delivered with as many or few condiments you would like, with no extra wait time!  So, as I view the eCommerce space and the possible ways to connect with customers, I’d ask in which scenario are you working?