With more sectors of the economy tying their business strategies to the emerging field of Big Data, experts warn that some enterprises may be putting too much stock in the power of data to unilaterally empower success. Psychologist Gary Marcus and computer scientist Ernest Davis write that while data science can unlock secrets about what's happening, because of the sheer volume of information processed it doesn't always get to the "why." The authors recommend that Big Data be used as a compliment to other resources and not a substitute for them.

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