Data is the world’s most potent, flourishing unnatural resource. Accumulated in large part as the by-product of routine tasks, it is the unsalted, flavorless residue deposited en masse as organizations churn away. Surprise! This heap of refuse is inherently predictive. Thus begins a gold rush to dig up insightful gems. Does crime increase after a sporting event? Do online daters more consistently rated as attractive receive less interest? Do vegetarians miss fewer flights? Does your e-mail address reveal your intentions? Yes, yes, yes, and yes! We’ve entered the golden age of predictive discoveries. A frenzy of number
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