Intuit Using Big Data to Delight You

In GigaOM:  Some months back I gave a talk at Intuit on the leveraging of data resources.  This is not an outcome of that, but an intriguing direction that they are taking.    How do you construct 'data for delight'?  Of course the phrase is not dissimilar from what we worked with in the consumer goods industry.

" ... That, Intuit Senior VP of Big Data, Social Design and Marketing Nora Denzel told me, was the reaction of one of her co-workers after getting a view of her personal finances using Mint.com. Company bias aside, the story is telling of how individuals might expect to directly benefit from analytics today. Large companies use big data techniques as methods to simultaneously increase revenue and save operating costs, but the most-direct benefit to consumers is usually a targeted advertisement or a list of possible social networking connections. That’s pretty lame. A consumer service that actually cares about your bottom line…? Well, that’s something. ... "