Years ago, Gail Ennis, the CMO of analytics giant Omniture, told one of us that users of the company’s content optimization tools had to temper machine optimization with human judgement. Left to its own devices, the software quickly learned that scantily clad women generated a far higher click-rate on web pages than other forms of content. But that click-through rate was a short-term gain, offset by damage to the brand of the company that relies on it…Humans do inspiration; machines do validation.

Lean Analytics, by Alistair Croll and Benjamin Yoskovitz