Big data is often talked about as a phenomenon that lets organizations create narratives from their volumes of data. That is an apt characterization when we are talking about connecting the dots among disparate and possibly disconnected data sets. However, when we are talking about anything involving human beings — customer behavior, the spread of disease, attitudes toward products or people — all that many current analytical efforts deliver is the end of the book, or what happened. The end is a fine place to start with regard to big data, but working backward — that is, figuring out why people made the decisions they made — might prove even more valuable for everyone involved.
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