Big Data is good for answers, not for questions

Big data is good at predicting outcomes, but does a poorer job of explaining the causes that drive them. It can only provide answers for the right types of questions.

There has been a lot of buzz lately about big data and its ability to make relevant associations, reveal trends, and unlock hidden value. At the same time, it has been roundly criticized for being able to deliver facts but not explanations: it can tell you that something exists, but not why.

But does knowing why really matter?

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