Writing in The New York Times, Steve Lohr warns marketers to take the promise of “big data” with a dollop of skepticism. “The problem is that a math model, like a metaphor, is a
simplification,” he explains. “This type of modeling came out of the sciences, where the behavior of particles in a fluid, for example, is predictable according to the laws of
physics.” Consumers, Lohr warns, are less predictable.