Using Data Science for Bad Decision-Making: A Case Study

You will probably be intrigued by the title of this post. In this notebook I do not want to present a fancy data science trick or to test a novel technique. I would simply like to tell a story. A story about how data science can be used to make bad decisions. “How can this be?” you might ask. Everyone has been saying that data is the way to unlock insights to gain a competitive advantage. Well, it is true. But it is also true that data can be used to make decisions that can actually hurt your business. There are many possible reasons you could think of (and you might even have experienced some of them). The story I am about to tell won’t be about bad algorithms or bad data. It will be about thinking about data as simply