By: Bill Luker Jr, PhD, Founder and Director, terraNovum Solutions
Predictive Analytics: The Power to Know Who Will Click, Lie, Buy or Die. Revised and Updated. Eric Siegel. (Wiley: Hoboken NJ. 2013, 2016) In 2013, as the worst effects of the crash had begun to reverberate out of the system, analysts like myself, and of dozens of other stripes—statisticians, biostatisticians, econometricians, financial quants, psycho-sociological researchers, etc., etc. (not in any order)—were exposed to the first wave of evangelism for Big Data, and what it meant. Characterized by ready enthusiasm, it radiated a minimum of science and a maximum of advertising-as-pseudo-science. We all know what Big Data is now. As soon
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