Which of the following represents the dark side of modern data analytics and the

Question

Which of the following represents the dark side of modern data analytics and the trend toward customer profiling?

a. Predictive analytics reveals causality.

b. Low levels of shopping activity may reflect more on actual service levels than on the quality of or profitability of a customer.

c. Although huge amounts of data can be collected, the tools for analyzing data are still rather unsophisticated.

d. People never believe the data and the stories they tell.

e. All of the above

a. Predictive analytics reveals causality.

b. Low levels of shopping activity may reflect more on actual service levels than on the quality of or profitability of a customer.

c. Although huge amounts of data can be collected, the tools for analyzing data are still rather unsophisticated.

d. People never believe the data and the stories they tell.

e. All of the above

Explanation / Answer

Only option B seems to be a dark side of data analytics here where low levels of shopping activity may be reflecting high service levels but other 3 options are actually represents the bright side of data analytics as more and more advanced tools are available nowadays and it helps in casuality analysis i.e. to find the cause of an event using data. Hence only option B seems to be the answer.

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