????大數據是一筆大生意。感應器、GPS跟蹤、數學建模和人工智能給企業帶來了大規模的實時市場洞察力，為監控、定位、衡量員工和顧客開辟了史無前例的新方法。分析公司高德納（Gartner）預計，采用大數據技術的公司將“在所有可測的財務指標上超過競爭者20%。”

????大數據可能是“新的石油”，但我要提醒大家，不要把它當作一個新的信仰來崇拜。身處數據洪流之中，我們不僅失去了對商業的大局觀，還失去了部分人性。如果我們認為更好的生活就等同于更好的算法，還能留下多少創新空間？

????我不是有數據恐懼癥，我擔憂的是純粹依靠數據。我不反對定量的測量方法，但我質疑它們作為商業表現、社會繁榮和生活意義等重要指標的權威性。

????大數據有許多好處，不過我們還需要用“大直覺”來完善它。以下是六大理由：

????大數據=老大哥？《紐約時報》（New York Times）的史蒂夫?洛爾把大數據看作美國管理學家泰勒的“科學管理”的傳承。泰勒主義的核心是業績表現，而如今我們開始衡量快樂感和幸福感、消費偏好、社交關系、體育活動、態度、情緒、情感、行為和身體機能——換句話說，我們在評測自己的生活。

????當然，某種程度上說，“量化自身”的應用程序能讓人們更好地控制自己的決定。然而，如此一來，我們就在自我改善這一想法的驅使下，把曾經私密的領域開放給了商業世界。

????大數據不具有社會性。人類是社會動物。研究顯示，人與人之間的關系，尤其是友誼與婚姻，是快樂和自我實現的關鍵因素。我們的大腦有著關心的本能，我們的心臟和思想有著領會同類并與他們產生共鳴的驚人能力。我們能表現出同情，感受到情緒波動，察覺到非語言的細微暗示，容忍或擁抱，接受與拒絕，愛與痛，體會到我們所有的感受，做出不合理的舉動，喪失自制力。這些人性的關鍵特質受到了里昂?維瑟提爾所稱的“主觀數字化”的威脅。

????最近的社會基因研究顯示，數字過載不僅降低了我們的生產力，還削弱了我們進化出的與他人交流的能力。

????Big Data is big business. Sensors, GPS tracking, math modeling, and artificial intelligence offer companies real-time market insights at massive scale and open the door to unprecedented ways of monitoring, targeting, and measuring employees and customers. Analyst firm Gartner predicts that enterprises adopting Big Data technologies will "outperform competitors by 20 percent in every available financial metric."

????Big Data might well be "the new oil," but I would caution us not to worship it as the new religion. Amidst all the data frenzy, we are not only losing a more holistic view of business but also a part of our humanity. How much space do we leave for creativity if we equate better living with better algorithms?

????I am not a dataphobe, but I am concerned about relying only on data. I am not against quantitative metrics, but I question their authority as the main indicators of business performance, prosperous societies, and meaningful lives.

????Big Data comes with many benefits, but let's complement it with Big Intuition. Here are six reasons why:

????Big Data = Big Brother? The New York Times' Steve Lohr describes Big Data as a descendant of Taylor's "scientific management." Instead of performance in the workplace, which was the focus of Taylorism, we are now measuring happiness and well being, our consumption preferences, social?interactions, physical activities, our attitudes, moods, emotions, behaviors, and bodily functions -- in other words, we are measuring our lives.

????Sure, to some degree, "quantified self" apps may empower people to take more control over their decisions. However, by doing so, we are opening up once-private terrain to the business world, all under the mandate of self-improvement.

????Big Data is not social. We humans are social animals. Research shows that relationships, especially friendship and marriage, are key factors of happiness and fulfillment. Our brains are wired to care, and our hearts and minds have developed an astounding capacity to empathize and sympathize with fellow humans. We can show compassion, sense mood swings, detect subtle non-verbal cues, tolerate or embrace, accept and reject, love and hurt, experience with all of our senses, act irrationally, and lose our self-control. These key traits of our humanity are threatened by the "mathematization of subjectivity," as Leon Wieseltier calls it.

????Recent social genomics studies suggest that not only our productivity, but also our evolutionary capacity to connect with others is diminished by digital overload.