Metrics & ROI - Everyone seems to be talking about Big Data these days, but how many marketers really understand its potential and limitations?
Here's a look at two big misconceptions regarding Big Data.
Among the misconceptions regarding Big Data, two important ones stand out: that correlations alone suffice and that Big Data means sampling bias is no longer an issue.
Fooled by AssociationFirst, Big Data mining advocates claim that correlations suffice and the quest for causal interpretation should be abandoned. The real danger is that you will be "fooled by association," as explained in Freakonomics....
Via Jeff Domansky