In fact, the smartest Big Data companies are often cutting down their data. At Google, major decisions are based on only a tiny sampling of all their data. You don’t always need a ton of data to find important insights. You need the right data. A major reason that Google searches are so valuable is not that there are so many of them; it is that people are so honest in them. People lie to friends, lovers, doctors, surveys, and themselves. But on Google they might share embarrassing information, about, among other things, their sexless marriages, their mental health issues, their insecurities,
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