Google a. Google Flu Trends Let us begin with the information giant Google. As mentioned in the introduction, Google was able apply big data to search terms run through its search engine to track the spread of the H1N1 pandemic in in real time. First, researchers at Google obtained data from the Center for Disease Control and Prevention CDC regarding the spread of the seasonal flu between and loc. Next, the researchers took the 50 million most common search terms punched into their search engine, and traced where and when they were punched in during the flu seasons between and loc.

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Mercury Magazine issue No. All rights reserved. Reproduction of the printed magazine in whole or in part without written permission is strictly prohibited. This reprint is available for free at www. To subscribe please email your order to info fek. Mad Cow disease. Magnus Bild discusses what probably is shaped by a book? Lena Zander and Ciara Sutton.

A nyone who questions what will be through search queries — failed last February born from our age of data affluence — because of measurement error.

Data are just technologists, scientists, politicians, proxies of events. A search query about flu consultants — may have expectations for this cannot tell whether one has the flu or not popular book, but unfortunately it falls short with certainty. What he impact of data-driven innovations will matters is the nature of the data points, and advance the march of humankind.

What they Google has apples mixed with oranges. The principles with actual practices. The idea is that quanti- Nevertheless, causation is not a fixation. It appears that the social portions of it. The new algorithmists will be experts accept more measurement error. But context matters, as Microsoft re- The book is blinded by its strongest as- searcher Kate Crawford cogently argues in sumption: that quantitative analysis is devoid her blog.

Moreover, Crawford and analysed. It is hard to see how imagination and So what if big data environments reconfig- between those that can afford and know how necessary organizational and leadership skills practical context will suddenly cease to play a ure social inequalities?

While the citizen will to access and take advantage of the new digital will be lacking. There will be both positive and fundamental role in innovation. But, innova- earn new responsibilities privacy manage- age and those that cannot. There will be winners and their ability to form revolutions. The book society and the examples are interesting and is the problem of data valuation: how can and there will be losers.

What the public need argues that dictators, autocrats and oppres- detailed. What the main implications of the data be transformed into a stable financial is a book that explains the stakes so that they sors should be worried. The new digital age digital age are going to be are, of course, impos- asset when most of its utility as a predictive can be active participants in this revolution, provides us with the tools to get non-censored sible to predict.

The authors do give us some resource is not predictable? So eager are the rather than be passive recipients of corporate information, take collective action and start plausible glimpses into aspects of the future, authors to mark the potential value of big competition.

The ease with which revolutions and this is enough to merit spending some of can be started will however mean that fewer your scarce time on reading it. He gives a wonderful physicist teaching at Caltech, who has example of how his mother accused his college the power of the unconscious mind had a rather unusual career. At age 25 he left academia to write for the screen.

He wrote for the popular series MacGyver and for roommate of hiding the fact that the reason why Mlodinow had not called her was that he was in fact dead.

His mother had her life Star Trek, two series where deep knowledge turned upside down as part of a Jewish family Jukka Hohenthal has read about the future according to Schmidt of physics was not out of the way. He has also living in Poland before the second world war and Cohen and about our behavior according to Mlodinow. It will however not be as well as collaborated with Stephen Hawkins on would not.

Schmidt and Jared Cohen write about the im- ifications of the digital age on our personal lives Unconscious Mind Rules Your Behavior, Much of the way we understand external plications of the digital revolution. According and on national states and conflict, but they do Mlodinow sets out to explain the latest stimuli is dependent on subconscious interpre- to the authors there are two worlds, one that is not discuss the business aspect at any length, so research on the unconscious mind.

This division will create The book does however give us insights us have looked into what psychologists have navigate a room with various obstacles, even Rules Your Behavior new problems as well as new opportunities, into how our personal lives will change as come up with lately.

New tools for studying though they do not consciously see anything. Leonard Mlodinow and the authors set out to discuss some of them. We will be able to get the information we it possible to examine what is going on in for us to categorize things into, for example, probably make you see the virtual world as want in even more sophisticated forms, we will our heads.

This has given us experimental dangerous and harmless, edible and nonedible vastly more important than it is, and this basic be able to monitor our health and wellbeing evidence on the effects of the subconscious. This makes it easier for us to survive, premise does not quite stand up to scrutiny. Finding a of Thinking Without Thinking, a book where the basis for a phenomenon like racism.

Reshaping the Future of People, Gladwell gives a string of interesting stories Subliminal will give us some insight into have to be kept alive in the real world. We still pharmacy or restaurant will be easy and the Nations and Business Eric Schmidt and Jared Cohen have a situation where the physical world is digital help will make sure that we do not miss about the power of first impressions and gut some of the biases we have as a result of the Knopf, vastly more important than the virtual one and appointments or that we can drive safer.

But where Gladwell only gives you the subconscious processing of the world around until the day we can upload our consciousness The number of possible digital services is stories, Mlodinow delves deeper into the science us, thus making us better at making somewhat into the virtual world it will continue to be so.

Luckily we do have a The virtual world is indeed an important arena surface of this evolution. According to the an understanding on why, and not just how.


‘Big Data’ by Mayer-Schönberger and Cukier

Mercury Magazine issue No. All rights reserved. Reproduction of the printed magazine in whole or in part without written permission is strictly prohibited. This reprint is available for free at www.


Kenneth Cukier

Kigajora A very nice comparison of the olden methods and by comparing them with the modern ones and explaining the transformation. That is to say, what happens when we have data for all of a given variable, rather than just taking a sampling and extrapolating out findings. Black Box Thinking Matthew Syed. Still holds up—but not a lot beyond talking at the high-level what can and has been done with big data.

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