Sublime

The second lesson is that, when trying to make predictions, you needn’t worry too much about why your models work.

But sometimes we type our uncensored thoughts into Google, without much hope that it will be able to help us. In this case, the search window serves as a kind of confessional.

They want to look good, even though most surveys are anonymous. This is called social desirability bias.

Yes, even a spectacularly successful Big Data organization like Facebook sometimes makes use of the source of information much disparaged in this book: a small survey.

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Digital truth serum, on average, will show us that the world is worse than we have thought.

During one project, I found that users who signed up with an Earthlink.com e-mail address were almost five times more likely to convert from a free trial user level to the premium paid level than those with a Hotmail.com e-mail address. This