Does collecting more data lead to better decision-making? Competitive, data-savvy companies like Amazon, Google and Netflix have learned that data analysis alone doesn’t always produce optimum results. In this TED talk, data scientist Sebastian Wernicke breaks down what goes wrong when we make decisions based purely on data – and suggests a brainier way to use it.

I’ve noticed a sort of pattern or kind of rule, if you will, about the difference between successful decision-making with data and unsuccessful decision-making, and I find this a pattern worth sharing…