Associate Professor at BI Norwegian Business School
Big Data, Big Biases - A Critical View
Big data, big biases? Even though Big Data has led and will continue to lead to significant changes in the way we do business, some critical notes also have surfaced recently. I believe it is fair to nuance the sometimes overly optimistic expectations about the benefits of Big Data. In this talk, I will call for a cautious and a little skeptic approach to Big Data. I discuss several possible limitations associated with the use of Big Data. These limitations are due to problems with the analytical tools and due to human biases (and how they play together).
Auke Hunneman is Associate Professor at the Marketing Department of BI Norwegian Business School. He earned his PhD in 2011 from the University of Groningen. His research has appeared in high-quality marketing journals like the Journal of Retailing and the Journal of Business Research. Auke's research interests include retailing, social networks, (spatial) econometric models, and, more generally, marketing accountability.