A new study shows that using big data to predict the future isn’t as easy as it looks—and that raises questions about how Internet companies gather and use information.
Big data: as buzzwords go, it’s inescapable. Gigantic corporations like SAS and IBM tout their big data analytics, while experts promise that big data—our exponentially growing ability to collect and analyze information about anything at all—will transform everything from business to sports to cooking. Big data was—no surprise—one of the major themes coming out of this month’s SXSW Interactive conference. It’s inescapable.
One of the most conspicuous examples of big data in action is Google’s data-aggregating tool Google Flu Trends (GFT). The program is designed to provide real-time monitoring of flu cases around the world based on Google searches that match terms for flu-related activity.