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DATA
David Brooks
Op-Ed, February 13th 2013


“What Data Can’t Do”
“Big Data has trouble
 with Big Problems”
             - David Brooks
Advertising
Advertising   Prediction
DATA:SCIENCE
Jeff Hammerbacher!   DJ Patil!
Data Science




  Kosinski et al PNAS 2013
Liking Curly Fries
on Facebook is
top predictor of
intelligence
DATA:SCIENCE
DATA:intelligence
Iraq:2007
Open Source Data Collection

     War IED
Iraq
Frequency



                            α = 2.31




            xmin

                   Attack Size
Iraq


            PREDICT?
Frequency



                            α = 2.31




            xmin

                   Attack Size
Insurgent model: Nature 2009
Impact of increasing troop numbers




                              Zhao et al, Phys. Rev. Lett. 2009
DATA:SCIENCE
      vs.
DATA:intelligence
Data:SCIENCE Data:Intelligence
Improvement       10%              10x
Data:SCIENCE Data:Intelligence
Improvement        10%               10x
Model goal    Predict/Optimize   Create/Change
Data:SCIENCE Data:Intelligence
Improvement        10%               10x
Model goal    Predict/Optimize   Create/Change
Decision         Algorithm          Human
Data:SCIENCE Data:Intelligence
Improvement        10%               10x
Model goal    Predict/Optimize   Create/Change
Decision         Algorithm          Human
Data             Big/Clean       Small/Messy
Data:SCIENCE Data:Intelligence
Improvement          10%               10x
Model goal      Predict/Optimize   Create/Change
Decision           Algorithm          Human
Data               Big/Clean       Small/Messy
Communication      Equations          Stories
Data:SCIENCE Data:Intelligence
Improvement          10%               10x
Model goal      Predict/Optimize   Create/Change
Decision           Algorithm          Human
Data               Big/Clean       Small/Messy
Communication      Equations          Stories
Problem            Tactical          Strategic
STRATEGIC TOOLKIT



 Google   +   Excel   + Powerpoint
“What is the most
              effective way to allocate
              capital to spur growth in
                        K-12 education
                           technology”!

**…and how will I know if we’re successful!
“What are the dominant
                   narratives about
                 climate change in
                              India”!

**…and how does it vary between age groups!
“What are my competitors
             doing with advanced
                   flexible display
                      technology”!

**…should I compete or partner with them?!
“What is the
                      structure of the
                    insurgent groups
                             in Syria”!
**…what is the likely impact of peace keepers!
Five Heuristics
          For Using Data to Solve
                    Big Problems
1. Data needs to be designed
for human interaction
Human   Machine
Human Centered UI
2. Understand limits of
human processing.
900 ms




         Source: Nanex
3. Data is messy,
incomplete and biased.
…Deal with it…
4. Data needs theory
The future will look like the past…
Build model:Understand
5. Data needs stories…
    stories need data
Equa%on	
  governing	
  Insurgent	
  Dynamics	
  


Mathematical
Myth:Hydra
BIG DATA &
BIG PROBLEMS
DATA:intelligence
Human + Machine



         Interface
Human + Machine

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WHERE IS THE BIG DATA INDUSTRY GOING? from Structure:Data 2013