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How Can Thick Data Improve the Way We Use Big Data?

Troy Sadkowsky - Friday, June 30, 2017

 

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.

 

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How Can Thick Data Improve the Way We Use Big Data?

Troy Sadkowsky - Friday, June 30, 2017

 

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
Billige Tottenham Hotspurs Trøje commented on 18-Aug-2019 05:06 AM
Howdy would you mind letting me know which web host you're using?
I've loaded your blog in 3 different web browsers and I
must say this blog loads a lot quicker then most. Can you recommend a good web hosting provider at a reasonable
price? Many thanks, I appreciate it! Billige Tottenham Hotspurs Trøje
Hermelinda Hillary commented on 18-Aug-2019 05:08 AM
Hello,

Are you looking to get more traffic for datascientists.org ?
I'm running a SEO and SPY group buy service which can help.
You can save 95+% from your accounts cost with my service.
When you subscribe you get access to all the tools below + access to all the accounts I will add in future!

Visit https://spytools.win/

Here are most of the tools:

!!! AdSector - FB ads spying
Ahrefs - SEO Research tool
AffiliateFix - Internet Marketing Forum
Affkit - Tools for Affiliates
Alexa - SEO Research tool
Animoto - Video Creation
Article Builder - Automation tool for creating articles
Article Forge - Automation tool for creating articles
Anstrex Ultimate - Native and pop ad spying tool
AudioBlocks - Royalty-Free Music, Sound Effects, and Loops
Authority Labs - Daily SEO Tracking
Beacon - Create a Free Ebook
Big Content Search - Search PLR Articles & eBooks
Buzzsumo - Find the Most Shared Content and Key Influencers
Canva - Create Amazing Graphic Design
CBEngine - ClickBank Marketplace
Cognitive SEO - SEO Research tool
DeepCrawl - #1 Website Crawler - SEO Audits, Insights & Monitoring
DomCop - Search expired/expiring domains
Ecomhunt - eCom spying tool
eCom Inspector - eCom spying tool
Grammarly - Writing Assistant
GraphicStock - Royalty-Free Stock Images, Photos, Vectors & Graphics
HBO Now - Stream tv and movies
Indexification - Indexing tool
Instant Link Indexer - Indexing tool
Intelligynce.com - Shopify Analysis Tools
iSpionage - PPC competitor research tool
Jungle Scout - Amazon Product Research
KeywordKeg - Keyword research
Keywordrevealer - Keyword research
Keywordtool.io - Keyword research
KWFinder - Keyword research
Long Tail Pro - Keyword research
Lynda - Online Courses, Classes, Training, Tutorials
!!! Mad Society - Internet Marketing forum for Native advertising
Majestic Pro - SEO research tool
MOZ - SEO research tool
Pexda - eCom spying tool
PicMonkey - Photo Editor and Graphic Design Maker
Piktochart - Create Infographics, Presentations & Flyers
SEO Profiler - SEO research tool
Semrush - SEO research tool (not 100% reliable)
Serpstat - SEO research tool
SER Verified Lists - Linklists for GSA SER
Spin Rewriter - Article rewriting tool
SpyFu Competitor Keyword Research Tools for AdWords PPC & SEO
Storybase - Find content ideas and question keywords in seconds
!!! Stack That Money - Affiliate marketing forum
Stencil - Create images faster & easier than ever before
StockUnlimited - Stock images
TeeSpy - Tshirt Design Ideas
Terapeak - eBay research tool
The Best Spinner - Article spinning software
Tidal - Music streaming
VideoBlocks - Downloading stock footage, video and looping
WebTextTool - Create high quality and SEO proof content
Word Ai - The Smartest Article Rewriter Ever
Woorank - Review Your Website's SEO

++ Some others

Do not reply to this email, it is not monitored.

>>> Visit - https://spytools.win/
Ultra Max Testo Enhancer Review commented on 18-Aug-2019 05:16 AM
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My webpage;online market
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Yes! Finally something about web.
창녕출장안마 commented on 18-Aug-2019 05:44 AM
Hi, for all time i used to check website posts here in the early
hours in the daylight, because i love to
gain knowledge of more and more.
FC Chelsea Tröja Barn commented on 18-Aug-2019 05:44 AM
An impressive share! I've just forwarded this onto a colleague who had been conducting a little research on this.

And he in fact ordered me breakfast simply because I discovered it for
him... lol. So let me reword this.... Thank YOU for the meal!!
But yeah, thanx for spending time to talk about this issue here on your website.

FC Chelsea Tröja Barn
CC Shop commented on 18-Aug-2019 05:46 AM
Way cool! Some extremely valid points! I appreciate you penning this
article and also the rest of the website is very good.
온라인 황금성 commented on 18-Aug-2019 05:47 AM
Good day! Do you use Twitter? I'd like to follow you if that would be ok.
I'm undoubtedly enjoying your blog and look forward
to new updates.
web commented on 18-Aug-2019 05:52 AM
This is a topic which is close to my heart... Cheers! Exactly where are your contact
details though?
Leverkusen Fußballtrikot commented on 18-Aug-2019 05:55 AM
Greetings from Los angeles! I'm bored to tears at work so I decided
to check out your blog on my iphone during lunch break. I love the
knowledge 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 mobile ..
I'm not even using WIFI, just 3G .. Anyways, wonderful blog!
Leverkusen Fußballtrikot
bandar Togel commented on 18-Aug-2019 05:59 AM
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web page is providing.
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Hi would you mind letting me know which hosting company you're utilizing?
I've loaded your blog in 3 completely different browsers and I must say this blog loads a lot faster then most.
Can you suggest a good internet hosting provider at a fair price?

Thank you, I appreciate it!
dominoqq commented on 18-Aug-2019 06:10 AM
Greetings from Carolina! I'm bored to tears at
work so I decided to check out your website on my iphone during lunch break.
I enjoy the info 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, fantastic site!
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whyfloss commented on 18-Aug-2019 06:47 AM
Hello, always i used to check blog posts here early in the daylight, because
i love to learn more and more.
Native American advertising commented on 18-Aug-2019 06:58 AM
The other day, while I was at work, my cousin stole my apple ipad and tested to see
if it can survive a twenty five foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views.
I know this is totally off topic but I had to share it with someone!

Post a Comment




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Trackback Link
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