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Leonid Bershidsky: Big data is still only a little helpful

The noisy, imprecise data collected by internet giants clearly contain a lot of jewels if one knows how to sift for them. Yet it's not easy to see how the sifting can be much more useful than traditio

Leonid Bershidsky 

Leonid Bershidsky Big data” is one of the tech world’s ubiquitous buzzwords. In the old days, people just called it data, but in Silicon Valley it’s not a thing unless it’s big. It’s not yet obvious, however, that data collected by various internet services is any more useful than those mined in more traditional ways —through surveys, for example. As consumers, we know the data collected by big internet companies can be used to push goods and services — mostly things very much like those we have already purchased. They can also be studied to explain our behaviour on ...

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First Published: Thu, June 02 2016. 21:44 IST
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