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CH14 Data Science (What Data Can’t Do: Humans in the Loop, Revisited…
CH14 Data Science
What Data Can’t Do: Humans in the Loop, Revisited
Computers are much better at sifting through a massive collection of data, including a huge number of (possibly) relevant variables, and quantifying the variables’ relevance to predicting a target.
Data science involves the judicious integration of human knowledge and computer- based techniques to achieve what neither of them could achieve alone. Examining the data mining process also reveals that task selection and specification is not the only place where human interaction is critical.
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“what the data is” often change our understanding of how the data were sampled as we uncover biases in the data collection process.
be discerning in the sorts of problems for which data science, We must ask: are there really sufficient data pertaining to the decision at hand?
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Privacy, Ethics, and Mining Data About Individuals
Mining data, especially data about individuals, raises important ethical issues. (especially online data)
Should we be targeted with an offer? What content would we like to be shown on the website? What products should be recom‐ mended to us? Are we likely to defect to a competitor? Is there fraud on our account?
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lift
When it comes to measurement, lift—determining how much more likely a pattern is
One evaluates algorithms for targeting advertisements by computing the lift one gets for the targeted population.
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One calculates lift to help judge whether a repeated co-occurrence is interesting, as opposed to simply being a natural consequence of popularity.
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