The theory of the crime: What market researchers can learn about insight from a real life murder case
David Bakken
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Preface
Extracting insights from data is a lot like trying to solve a murder based on circumstantial evidence. We develop a theory and look to the evidence for confirmation. This all works reasonably well when the evidence is consistent and well behaved, but we can run into trouble when the facts contradict one another. A real murder case with contradicting bits of evidence demonstrates the use of Bayes' Theorem to sort...