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# On Big Data, Analytics, and Uncertainty
- URL: https://www.philsimon.com/on-big-data-analytics-and-uncertainty/
- Published: 2013-02-06T16:20:46.000Z
- Updated: 2013-02-06T16:20:46.000Z
- Description: Examining the relationship among Big Data, knowledge, and predictive analytics.
- Author: Phil Simon
- Tags: Analytics, Big Data, Too Big to Ignore

![](https://i.imgur.com/cCD6OR7.jpg)

I just finished Nate Silver's excellent book *[The Signal and the Noise: Why So Many Predictions Fail —but Some Don't](https://www.amazon.com/gp/product/159420411X/ref=as%5Fli%5Fqf%5Fsp%5Fasin%5Ftl?ie=UTF8&camp=1789&creative=9325&creativeASIN=159420411X&linkCode=as2&tag=phisim-20&ref=philsimon.com)* (affiliate link). The book is certainly in line with my own thinking about data, analytics, and predicting the future.

Over the weekend, I was thinking about Silver's book as it relates to my own forthcoming text. I find it interesting that many businesspeople today are still searching for certainty. How many presidents, CXOs, founders, and employees want *complete* certainty before doing anything substantial? Whether it's a new partnership, hire, or product launch, far too many of us are just plain afraid failure and the unknown.

As I write in *Too Big to Ignore*, the era of Big Data and predictive analytics guarantees nothing. On this, Silver and I are in violent agreement.

## Simon Says 

> The era of Big Data and predictive analytics guarantees nothing.

This is tough for many people to swallow, but there's a good chance that our analytics and predictions will miss their marks. I for one believe that many, if not most things, will only *completely* understood in hindsight. Big Data and attendant tools can help, but they guarantee nothing.