Big Data is a powerful tool with the potential to shake up many industries, says statistics whiz-kid Nate Silver. He continues by saying that often the companies with the most to gain are those operating in niches that "aren't very sexy," such as big retailers with huge stockpiles of purchase-history information or marketers who are able to more accurately target and predict the impact of their advertising.

He adds that there are things that Big Data still has trouble with, such as predicting earthquakes or long-term economic forecasting.

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Nate Silver: What Big Data can’t predict – Fortune Tech
Fortune talked to statistics whiz Nate Silver about the limit of data’s impact on business.

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