Big data can help us understand the past and the present but it can help us understand the future only to the extent that the future is, in some relevant way, contained in the present. That requires a constancy of underlying structure that is true of some physical processes but can never be true of a world that contains Hitler and Napoleon, Henry Ford and Steve Jobs; a world in which important decisions or discoveries are made by processes that are inherently unpredictable and not susceptible to quantitative description.
-John Kay, as excerpted from here
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