Sound Data Science: Avoiding the Most Pernicious Prediction Pitfall

In this excerpt from the updated edition of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Revised and Updated Edition, I show that, although data science and predictive analytics’ explosive popularity promises meteoric value, a common misapplication readily backfires. The number crunching only delivers if a fundamental—yet often omitted—failsafe is applied.

Prediction is booming. Data scientists have the “sexiest job of the 21st century” (as Professor Thomas Davenport and US Chief Data Scientist D.J. Patil declared in 2012). Fueled by the data tsunami, we’ve entered a golden age of predictive discoveries. A frenzy of analysis churns out a bonanza of colorful, valuable, and sometimes surprising insights:

Author: Eric Siegel


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