The Paradox of Big Data Analytics (after that election…)

After the 2012 election we posted about the power of big data analytics and how it was used in the Obama campaign.

After the results of the November 2016 elections, the big data story has become curiouser and curiouser. And many are questioning how data mining and predictive analytics should be used after getting it so wrong in the election. If a business was this off in its use of big data it would be in serious trouble.

And Trump’s surprising success worries advertisers and market researchers, who fear they don’t actually understand consumer behavior and aspirations all that well, in spite of their big data models.

Is it possible that your company’s data analytics aren’t telling the full story, or that expectations of what data mining can reveal are too high?