INTERVIEWED BY TERRY KOSDROSKY
“Big data” has become one of the latest business buzzwords. But Eric Schwartz, professor of marketing, thinks we spend a lot of time collecting data and not enough time making sense of it. Just because we have massive computing power and are drinking from the firehose of real-time data is no reason to ignore decades of sound statistics and economic theory that help us understand what the data truly mean, he says.
Q: What Are You Thinking About?