04 Apr '13, 11am

Big Data - Has It Blinded Us With Science?

Big Data - Has It Blinded Us With Science?

GigaOm's Om Malik recently wrote a great post about how data without soul is meaningless . Essentially, in a world where everything is quantified to the n-th degree, being solely dependent on numbers often obscures our ability to make reasoned, empathetic decisions and tell rich stories with our data. Om gave an example of Uber's car service, which offers surge pricing in cases of high demand/low supply. Uber's pricing system jacked up the price on its customers who were stranded after Hurricane Sandy tore through New York City. Uber could have used the knowledge of hurricane conditions to give stranded customers a break, but instead, soulless pattern recognition resulted in an erosion in customer confidence. I got to thinking on how this dogged dependency on the numbers affects the way SEM campaigns are managed day to day. There is never a scarcity of data in paid search....

Full article: http://searchenginewatch.com/article/2259101/Big-Data-Has...

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