Compared to previous talks I spent much more time on motivation. Analytics are only part of the build-measure-learn loop (or, if you prefer, the scientific method) and I wanted to put them in context, and, to be honest, motivate people to look beyond analytics. The focus of the big data community still seems to be on collecting data and performing elementary analyses on it. This misses the point that if your data doesn't lead to action there is no value in collecting it. Furthermore, optimisi...
