Some highlights from an HBR article: The Hidden Biases in Big Data
These days the business and management science worlds are focused on how large datasets can decode consumers’ behavior patterns … enabling marketers to laser-target high potential prospects with finely-honed messages, offers, and “attention”.
“Big data” … becomes problematic when it adheres to “data fundamentalism” … the notion that correlation always indicates causation, and that massive data sets and predictive analytics always reflect objective truth … that “with enough data, the numbers speak for themselves.”
Big data has hidden biases in both collection methods and analysis …
The Homa Files 