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Personalization = The Combination of Data Science & Human Judgement

Personalization = The Combination of Data Science & Human Judgement

Have subscription boxes had their moment in the sun? You might be inclined to think so – after all, Hitwise reports that September’s overall traffic in that space has dropped 3% compared to a year ago, with meal preparation kits like Blue Apron taking the biggest hit. But there’s one subscription box brand that’s doing quite well for itself. Apparel retailer Stitch Fix has seen its traffic more than double in the same period. It’s growth they credit to their use of data.

Using Data to Create Robust Customer Profiles

As part of their sign-up process, Stitch Fix collects more than 80 distinct data points, including fashion preferences and fit challenges. Once this data is analyzed, human stylists add their input, and users receive boxes of clothes chosen for them to try and buy. Stitch Fix has as their goal the provision of 1 to 1 personal service through the combination of data science and human judgement.

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Both components of the equation are important. Data science provides us with an objective analysis of customer behavior. Examining what customers actually buy is more meaningful than customer commentary on what they’d like to buy; human stylists can interpret fashion nuances that the best algorithm cannot. Human judgement coupled with predictive data is a winning combination.

Creating Customer Profiles is an On Going Process

It’s always appropriate to ask your customers for more information so that you can serve them better. Presenting an 80+ question questionnaire the way Stitch Fix does may be a bit overwhelming for your customer; consider a series of smaller surveys instead. In addition to this data set, you’ll want to consider the objective information gathered by your website analytics program. The third element in this equation is human insight: front line sales professionals have valuable insights to contribute to customer profiles.

Customer profiles are not and should not be static. Customers change over time, both demographically and behaviorally. Your data can provide an overview of who your customers were when they started doing business with you, who they are today, and who they are likely to be tomorrow. Behavioral changes can include shopping patterns, device usage and more. eMarketer sum it up thus, “While reading the trends right is key, getting data about customers from many different points is increasingly important if retailers hope to attract, please and keep customers.”

You Don’t Have to be a Data Scientist to Run a Data-Driven Business

Stitch Fix has a reported 75 data scientists on staff, many at the PhD level. Smaller businesses are most likely not going to be able to commit the same level of resources; that being said, it’s absolutely possible to run a data-driven business without being a data scientist. Learning to make the most of the data you already have available in Google Analytics is enough to provide a meaningful competitive advantage, especially when you have the right tools at your disposal.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office