Nothing improves a model like having better data; not fancy algorithms, better software, or faster CPUs.
As shown by the article “The Power of Data Exhaust“, it’s worth considering how the operational systems that are used to run businesses can be repurposed to provide input to profitability models. The boring logs and transactional data that they generate are frequently forgotten, but can contain valuable sources of additional detail that can tell us more about how our customers are using our services and how we are serving them.