Do you know your customer?
I think that there is a huge value in understanding behavioural data and the importance of understanding the “why” behind people’s actions. Behavioural data has more value when it proves that people bought your goods or services, rather than when it tells you what people intend to do. Data provides the “what,” but doesn’t provide the “why”. Data will tell you a story and the story it tells depends on the interpretation and the interpretation probably depends on something psychological. You can create value in the mind as value is only meaningful to the extent that it’s perceived, because if people don’t want what you have made then you haven’t created any value at all.