Knowledge at Wharton had a piece about the company Netflix and how they use analytics to gauge

how to do business in what they release to the customer. While it is a big component of their business model they still overrule some decisions no matter what the analytics tell them. The proof is in the pudding as they say. Netflix is now at $5.5 Billion a year in sales.

What fascinated me was this comment from Dave Hastings about capturing a customers mood:

“Mood is an interesting thing to try to go after. When you sit down in front of your iPad, we do not know what your mood is. There is only so much information we have,” said Hastings. “Maybe we can tell certain things by the time of the day, but I don’t know what I am going to do tomorrow and I don’t know what I will want to watch tonight, so getting that mood right is not part of analytics right now.”