OK Cupid, an online dating site, has caused a bit of a stir recently about performing experiments on their users. But even without the ethical questions there’s reason to be skeptical about what their data can actually tell us.
Big Data, the book by Viktor Mayer-Schonberger and Kenneth Cukier, talks about two phenomena they believe will drive a big data revolution: ‘Digital exhaust’ and ‘N equals all’. The first refers to the trail of information we leave behind when using the internet that are the residue of clicks and typing. Read more