2011 Data Collection Experimentation Optimization 
The Unofficial Google Data Science Blog
OCTOBER 12, 2017
Implicitly, there was a prior belief about some interesting causal mechanism or an underlying hypothesis motivating the collection of the data. As computing and storage have made data collection cheaper and easier, we now gather data without this underlying motivation. Be skeptical, intellectually honest.
Occam's Razor
APRIL 8, 2013
We are far too enamored with data collection and reporting the standard metrics we love because others love them because someone else said they were nice so many years ago. Sometimes, we escape the clutches of this sub optimal existence and do pick good metrics or engage in simple A/B testing. Online, offline or nonline.
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