HumanizingBigData_MarketingattheMeetingo.epub

Note on the Ebook Edition For an optimal reading experience, please view large tables and figures in landscape mode. This ebook published in 2015 by Kogan Page Limited 2nd Floor, 45 Gee Street London EC1V 3RS United Kingdom www.koganpage.com © Colin Strong, 2015 E-ISBN 978 0 7494 7212 2 Full imprint details CONTENTS Preface Acknowledgements 01 This changes everything The breadth and depth of datafication What is data? Defining big data Qualities of big data This book Notes PART ONE Current thinking 02 Is there a view from nowhere? Who are you talking to? Sources of bias in samples The upsides of sampling Bigger samples are not always better Big data and sampling Concluding thoughts Notes 03 Choose your weapons The perils of vanity metrics Thinking about thinking: defining the questions Frameworks to help select metrics Tracking your metrics From good data to good decisions Concluding thoughts Notes 04 Perils and pitfalls Dangers of reading data: the pitfalls of correlations Dangers of reading data: the frailties of human judgement The pitfalls of storytelling Mixing up narrative and causality Is theory important? Concluding ......