There was a problem on Expedia where a lot of people were choosing their itinerary, entering their information and then dropping off after they clicked on the Buy Now button. It’s like getting to the cash register at a store, and the cashier says they can’t take your money.
So analysts took a look and found that the field to enter your company was confusing people, leading to the input of an incorrect address. “After we realised that we just went onto the site and deleted that field — overnight there was a step function [change], resulting in $12m of profit a year, simply by deleting a field.”
Not bad for a little bit of data digging. I hope the analysts got a bonus.
That said, not every decision has to be driven by data. Balance is good.