13. Use Human Insight to frame the Problem
Data doesn't ask questions . The
wrong choice of variables, poor
instrumentation and
measurement, or an imprecise
question come with a high cost.
14. Remember that Bigger is not always
Better
More data also means a greater risk of
finding false correlation, or conclusions
that aren't relevant or actionable. A
machine can find any number of answers,
but it takes a human to discern treasure
from trash.