The verdict on intelligent decision making through data seems to be that you need a massive amount of data to make reliable predictions. The good news is that once you find formulas that predict outcomes successfully, you can catalog them in a playbook for future use. Jewelry Television has done just that by parsing a large number of variables.

Waleed Nour, director of Business Intelligence and Enterprise Data Infrastructure at Jewelry Television, spoke about how finding the needle in the haystack makes the difference between a sale and no sale. He told John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, the question he brought to the data was, “How do we get less of those actions that don’t result in sales?”

And so he and his team came up with “winning recipes” with actual predictive power. “We actually call them ‘plays,’ if you will. We go out there and say, ‘If you do these 10 things in succession, you’ll be more successful than if you did those 10 things individually,” he said.

Real-time innovation

George Willard III, chief technology architect at Jewelry Television, spoke with theCUBE hosts about how the company improved real-time data. He said real-time models are crucial to knowing what is left in inventory during high selling periods.

Willard said social feeds are shown to hosts on dashboards in real time in order to generate sentiment analysis. He said they also utilize social to find out exactly who buyers are — their likes, dislikes, lifestyles, occupations, favorite books, which is a wealth of information no other data source can provide.

Jewelry Television won the Informatica Spotlight Award for Innovation for its work authoring an open-source tool for measuring throughput and bottlenecks. Willard explained, it was essentially for the company’s “optimization in how we took the Informatica product and packaged it in a more efficient way for us to deploy it quickly and kind of bring our infrastructure up to par with something you’d expect from a cloud deployment.”

Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Informatica World 2016.

Photo by SiliconANGLE