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1、YourBigDataIsWorthlessifYouDon’tBringItIntotheRealWorldBY MIKKELKRENCHELANDCHRISTIANMADSBJERG 04.11.14
2、 6:30AM
3、 PERMALINKImage:GaryWaters/GettyInageneration,therelationshipbetweenthe“techgenius”andsocietyhasbeentransformed:fromshut-intosavior,fromant
4、isocialtosociety’sbesthope.Manynowseemconvincedthatthebestwaytomakesenseofourworld9/9isbysittingbehindascreenanalyzingthevasttrovesofinformationwecall“bigdata.”JustlookatGoogleFluTrends.Whenitwaslaunchedin2008manyinSiliconValleytouteditasyetanothersignthatb
5、igdatawouldsoonmakeconventionalanalyticsobsolete.Buttheywerewrong.IFTHEBIG-DATAEVANGELISTSOFSILICONVALLEYREALLYWANTTO“UNDERSTANDTHEWORLD”THEYNEEDTOCAPTUREBOTHITS(BIG)QUANTITIESANDITS(THICK)QUALITIES.NotonlydidGoogleFluTrendslargelyfailtoprovideanaccuratepic
6、tureofthespreadofinfluenza,itwillneverliveuptothedreamsofthebig-dataevangelists.Becausebigdataisnothingwithout“thickdata,”therichandcontextualizedinformationyougatheronlybygettingupfromthecomputerandventuringoutintotherealworld.Computernerdswereonceridicule
7、dfortheirsocialineptitudeandtoldto“getoutmore.”Thetruthis,ifbigdata’sbiggestbelieversactuallywanttounderstandtheworldtheyarehelpingtoshape,theyreallyneedtodojustthat.ItIsNotAboutFixingtheAlgorithmThedreamof GoogleFluTrends wasthatbyidentifyingthewordspeople
8、tendtosearchforduringfluseason,andthentrackingwhenthosesamewordspeakedintherealtime,GooglewouldbeablealertustonewflupandemicsmuchfasterthantheofficialCDCstatistics,whichgenerallylagbyabouttwoweeks.9/9Formany,GoogleFluTrendsbecametheposterchildforthepowerofb
9、igdata.Intheirbest-sellingbook Bigdata:ARevolutionThatWillTransformHowWeLive,WorkandThink,ViktorMayer-SchönbergerandKennethCukierclaimedthatGoogleFluTrendswas“amoreusefulandtimelyindicator[offlu]thangovernmentstatisticswiththeirnaturalreportinglags.”Whyeven
10、bothercheckingtheactualstatisticsofpeoplegettingsick,whenweknowwhatcorrelatestosickness?“Causality,”theywrote,“won’tbediscarded,butitisbeingknockedoffitspedestalastheprimaryfountainofmeaning.”But,asan
