Big data, big biases
16.10.2018 09:00:00 16.10.2018 09:30:00
Even though Big Data has led and will continue to lead to significant changes in the way we do business, some critical notes also have surfaced recently. This talk nuances the sometimes overly optimistic expectations about the benefits of Big Data. It discusses several possible limitations associated with the use of Big Data. These limitations are due to problems with the analytical tools and due to human biases (and how they play together). Acknowledging the difficulties in forecasting and predicting, the aim of this talk is to make sure that Big Data do not just become the Emperor’s new clothes.
Auke Hunneman is Associate Professor at the Department of Marketing at BI Norwegian Business School. He earned his PhD in economics in 2011 from the University of Groningen. His research has appeared in high-quality marketing journals like the Journal of Retailing and the Journal of Business Research. Auke's research interests include retailing, social networks, market response models, and, more generally, marketing accountability. 
Auke Hunneman
Associate Professor
BI Norwegian Business School
Auke Hunneman is Associate Professor at the Department of Marketing at BI Norwegian Business School. He earned his PhD in economics in 2011 from the University of Groningen. His research has appeared in high-quality marketing journals like the Journal of Retailing and the Journal of Business Research. Auke's research interests include retailing, social networks, market response models, and, more generally, marketing accountability.