Andrew R Thomas

Big Data and the Value of Doubt

May 4, 2013
The rise of “Big Data” is being praised in business schools and pushed by consultants as the tectonic force of the future.

The rise of “Big Data” is being praised in business schools and pushed by consultants as the tectonic force of the future.

The ability to properly collect, analyze, and learn from growing sources of information is touted as the way forward for making better decisions.

Companies are creating whole new departments around data analytics and on a hiring binge for folks with a deep statistical understanding.

But managers should also listen to the doubters of "Big Data" every now and then.

Despite the tremendous advances in human knowledge, it is still very difficult to definitively prove anything.

We like to pretend that our analyses and experiments can define the truth for us. But that is often not the case.

Just because an idea is true doesn’t mean that it can be proved. And just because an idea can be proved doesn’t mean it’s true.

When all of the work is done on a given matter, we still have to choose what to believe.

The great scientist and thinker Richard Feynman said it best: “Learn from science that you must doubt the experts. As a matter of fact, I can also define science another way: Science is the belief in the ignorance of experts.”

About the Author

Andrew R. Thomas Blog | Associate Professor of Marketing and International Business

Andrew R. Thomas, Ph.D., is associate professor of marketing and international business at the University of Akron; and, a member of the core faculty at the International School of Management in Paris, France.

He is a bestselling business author/editor, whose 23 books include, most recently, American Shale Energy and the Global Economy: Business and Geopolitical Implications of the Fracking Revolution, The Customer Trap: How to Avoid the Biggest Mistake in Business, Global Supply Chain Security, The Final Journey of the Saturn V, and Soft Landing: Airline Industry Strategy, Service and Safety.

His book The Distribution Trap was awarded the Berry-American Marketing Association Prize for the Best Marketing Book of 2010. Another work, Direct Marketing in Action, was a finalist for the same award in 2008.

Andrew is founding editor-in-chief of the Journal of Transportation Security and a regularly featured analyst for media outlets around the world.

He has traveled to and conducted business in 120 countries on all seven continents.

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