It is a question of using your "gut" with guidance.

Data needs to be understood and applied within context anyway, that is where the human factor enters. So when your gut is giving you ideas, think of it as a new direction worth exploring.

One point of guidance should always be how a decision positively impacts your clients. Even where it is an internal business decision, look at your clients' needs and priorities and ensure your decision makes a positive difference. This is one way to complement data with "guided gut".