When Big Data Can’t Predict

Most people think that in the age of big data, we always have more than enough information to build robust analytics. Unfortunately, this isn’t always the case. In fact, there are situations where even massive amounts of data still don’t enable even basic predictions to be made with confidence. In many cases, there isn’t much that can be done other than to recognize the facts and stick to the basics instead of getting fancy. This challenge of big data that can’t be used to predict seems like...