FINALLY, big data is at its best when analyzing things that are extremely common, but often falls short when analyzing things that are less common. For instance, programs that use big data to deal with text, such as search engines and translation programs, often rely heavily on something called trigrams: sequences of three words in a row (like “in a row”). Reliable statistical information can be compiled about common trigrams, precisely because they appear frequently. But no existing body of data will ever be large enough to include all the trigrams that people might use, because of the continuing inventiveness of language.
To select an example more or less at random, a book review that the actor Rob Lowe recently wrote for this newspaper contained nine trigrams such as “dumbed-down escapist fare” that had never before appeared anywhere in all the petabytes of text indexed by Google. To witness the limitations that big data can have with novelty, Google-translate “dumbed-down escapist fare” into German and then back into English: out comes the incoherent “scaled-flight fare.” That is a long way from what Mr. Lowe intended — and from big data’s aspirations for translation.
Wait, we almost forgot one last problem: the hype.