April 16, 2017
TedTalk: https://www.youtube.com/watch?v=WaOUJa9fjXU
Medium: https://medium.com/ethnography-matters/why-big-data-needs-thick-data-b4b3e75e3d7
Big data can help us solve problems, optimize services, predict the future and learn more about ourselves and human behavior. But when big data cannot answer a question, or makes an incorrect prediction, what if it is because data is not telling us the whole story?
In a Ted Talk and an article on Medium, Tricia Wang, a technology ethnographer, implores us to realize that, even in the age of data-driven decision making, big data can have some serious blind spots, and often suffers from a loss of context through valuable variables and trends that defy quantification.
Insights on contained systems, such as electricity grids or delivery logistics, have established big data’s reputation for success. Although this reputation has attracted investment from a huge array of companies, Wang claims, 73% of big data projects are not profitable, because big data projects frequently do not produce the insights that they seem to promise. For dynamic systems, especially those that depend on human emotions, behavior, and how people are impacted and interact with their environment, certain variables are difficult to measure and model.
She describes how opportunities can be gained and losses diminished by using big data in conjugation with “thick data”, observations that use qualitative methods to understand human emotions, behaviors and interactions with context. For example, the realization by ethnographer Graham McCracken that Netflix users actually enjoy binge-watching, led Netflix to redesign their user experience, improve their business and transform the way we consume media. Through qualitative research and collecting stories about how users interact with their product, Netflix was able to go to their data science team, validate these findings, and act on this competitive insight.
Wang summarizes that while “Thick Data loses scale…Big Data loses resolution.” While big data analytics can have a huge sample size, recognize large-scale patterns, and benefit from the strengths of machine learning, thick data uses small samples sizes, but understands subjects at a much greater depth, and benefits from aspects of human intelligence and pattern recognition that still elude computer programs. As data scientists, the more we understand the limitations of our methods and pay attention to thick data, the more we can recognize the factors and variables our data is missing. With a more holistic perspective, data analysis is better poised to uncover more truthful and powerful insights.
Comments
I appreciate you spending some time and effort to put this article together. I once again find myself spending way too much time both reading and commenting. But so what, it was still worthwhile!
Here is my weblog; Michael Kors Watch Men Gold
I'm planning to start my own blog soon but I'm a little lost on everything. Would you propose starting with a free platform like Wordpress or go for a paid option? There are so many choices out there that I'm totally confused .. Any tips? Thanks!
Also visit my web page ::Online Jewelry Store
I appreciate you finding the time and energy to put this short article together. I once again find myself spending a significant amount of time both reading and leaving comments. But so what, it was still worthwhile!
Also visit my web page:Continuously shifting purses
Thanks
My homepage -search engine Robots
my blog post ...ebay system
Could you tell me please, where could i get some?
Stop by my web site :: Kors Handbags Struggling
Thanks
Feel free to visit my webpage:Wordpress dashboard
I love the information you present here and can't wait to take a look when I get home. I'm shocked at how quick your blog loaded on my phone .. I'm not even using WIFI, just 3G .. Anyhow, superb blog!
My blog;Ebay corporations
I appreciate you spending some time and energy to put this article together. I once again find myself personally spending way too much time both reading and posting comments. But so what, it was still worthwhile!
Also visit my web page -michael kors watch women gold and silver
Thank you
My page -michael Kors Sneakers
I truly appreciate people like you! Take care!!
Have a look at my page;Pandora Charms Vancouver
my homepage ...make money On ebay
http://theelderscrolls5skyrimevolution225.ru/
skyrim
[url]http://theelderscrolls5skyrimevolution225.ru[/url]
was wondering what all is needed to get set up?
I'm assuming having a blog like yours would cost a pretty penny?
I'm not very internet smart so I'm not 100% certain.
Any suggestions or advice would be greatly appreciated.
Appreciate it
My web site looks weird when viewing from my iphone 4. I'm trying to find a theme or plugin that might be able to fix this issue. If you have any suggestions, please share. Thank you!
My site: michael kors launched
I honestly appreciate people like you! Take care!!
Here is my blog post:michael Kors perfume
I once again find myself personally spending a lot of time both reading and commenting. But so what, it was still worthwhile!
Also visit my blog - http://topliste.mollige-frauen.com/index.php?a=stats&u=janamcdonough
Can I take a part of your post to my website?
Here is my webpage;Michael kors Watches amazon usa
Here is my web site;ebay Tools
I hope to give something back and aid others like you helped me.
My website:michael kors watches for women
Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 images. Maybe you could space it out better?
My blog post ...Credit card
Also visit my page friday Night lights
For The Information