(Goodwin) ‘Big data is just a crutch for unimaginative marketers to lean on’

With many millions more sensors, higher-resolution satellite imagery, and much faster computers, we now know much more about hurricanes than ever before. Between the size of this data, the speed it comes to us and the power of processing, we typically see storms a week earlier than just 10 years ago.

Yet due to the vast complexity of weather interactions and their near-perfect chaos, we’ve made little progress on predicting the path. So we now have a week longer to be anxious and get more people concerned, but we can’t do much with it.

Lees deze column van Tom Goodwin bij Marketingweek