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The Big Data Boom Is the Innovation Story of Our Time

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What resonates most to me from this piece is how we have to not be afraid of failure:

Greg Linden, who led one set of experiments at Amazon, describes the emerging experimentation philosophy succinctly: "To find high impact experiments, you need to try a lot of things. Genius is born from a thousand failures. In each failed test, you learn something that helps you find something that will work. Constant, continuous, ubiquitous experimentation is the most important thing."

Also, it's important to have a collaborative culture:

While passive data gathering can be useful, measurement is far more valuable when coupled with conscious, active experimentation and sharing of insights

Still, it's hard to properly design a control group.

Too much science, and you miss the emotional aspects of an experiment.

Too little science, and the experiment loses meaning.

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