In the deep ocean of big data, it’s hard for companies to know what’s true or even relevant to their operations. The latest research from Hamsa Bastani, Wharton professor of operations, information and decisions, can help companies navigate the waters by offering a better way to use predictive analytics. Bastani spoke with Knowledge@Wharton about her paper, “Predicting with Proxies.”
An edited transcript of the conversation follows.
Hamsa Bastani: A lot of companies across a variety of applications are starting to use predictive analytics to guide their decision-making. For example, in e-commerce, companies like Amazon or Expedia use customer-specific data to try to predict what sorts of products a customer might be interested in and then use that to make personalized product recommendations.
Knowledge@Wharton: This process often uses something called a proxy outcome. What’s the difference between a proxy outcome and an actual outcome? And why do firms settle for proxies?

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