Can big Data be wrong – An election post mortem

Well that’s a good question, everyone is asking today what happened with the elections. Thinking that all that we knew and heard from media outlets was wrong. Big Data is subject to a few simple rules which often get ignored.

  1. Subjects (People) involved ought to be connected, i.e. they are feeding data into the machine.
  2.  Subjects are willing to express their opinions. Without express consent of the individual, its questionable to correlate behavioral data, such as someone clicking on an article in favor of a Candidate to rule out that they vote for them.
  3. Interpretation ought to be accurate.  All big data offers is a set of data points. Interpretation cannot be wishful thinking.

When the next election or event comes along, there is one thing to remember.

Big Data has a human side, do not forget it.