Arash Arash's List: Causality

• major opportunities for software technology going forward
• unconscious assumption that if we keep beating at correlations over and over, we will somehow establish causation
• 80 percent of CEOs think they supply a superior customer experience, while just 8 percent of customers think so
• CEOs are taking things that have been shown to correlate with more positive customer response, and assuming they will work in the case of their own customers.
• I am asserting that the correlation trap is costing businesses lots of cash in wasted strategies, whether they are using Big Data or not.
• "Big Data" should be called "Deep Analytical Processes"
• a change of degree is a change in kind.
• • Personalization of treatment based on each patient's unique bundle of attributes, instead of the "average" results derived from clinical stuides.
• the ability to use more data leads to another layer of understanding of its meaning – e.g., personalization of the customer rather than segmentation – and that allows us to change fundamentally our processes for decision-making
• Not only can it know and remember what has happened in previous interactions, it can also detect how the customer has changed since the last interaction, so it can offer baby-related information to the new parent, for example.
• eliminate many spurious correlations by seeing that they do not fit the customer sequence of actions and states
• temporal aspect of causation to be included
• allow the
• Comparable attention must be paid to the physical link
• in the modeling phase
• Models need to include the concept of the physical link, and users need to use that capability by default
• avoiding the correlation trap provides a more fundamental business benefit from analytics

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