--- title: "Lunchtime Links: Correlation vs. Causation, Big Data Style" id: "16563" type: "post" slug: "lunchtime-links-correlation-vs-causation-big-data-style" published_at: "2013-03-26T17:33:14+00:00" modified_at: "2026-11-09T19:02:19+00:00" url: "https://associationsnow.com/2013/03/26/lunchtime-links-correlation-vs-causation-big-data-style/" markdown_url: "https://associationsnow.com/2013/03/26/lunchtime-links-correlation-vs-causation-big-data-style.md" excerpt: "Sure, the data points may correlate, but it doesn’t mean a thing if you can’t find the root cause. Also: Could one of these new social media platforms grow to become the next Pinterest or Instagram?" taxonomy_category: - "Learning" taxonomy_post_tag: - "AssociationsNow" - "Big Data" - "Data Analysis" - "science" - "Technology" taxonomy_content_format: - "Article" taxonomy_role: - "Director" - "Manager" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Lunchtime Links: Correlation vs. Causation, Big Data Style Sure, there may be some data that suggests something important is happening, but without proof, you may be barking up the wrong tree. That, and more, in today’s Lunchtime Links: **What’s the cause?** Finding correlations in your data isn’t difficult. The science lies in getting to the root of the correlation and what causes it. Once you understand the cause, the data becomes truly valuable and leads to action, according to GigaOm’s Derrick Harris, who tried to see the bigger picture in a goofy viral story about how [people who like curly fries on Facebook (opens in a new tab)](http://www.wired.com/gadgetlab/2013/03/facebook-like-research/) may have higher intelligence. “As [Quid Founder and CEO Sean] Gourley explained at Structure: Data, even using correlative data to predict insurgent attacks in a place like Iraq is relatively easy, but predicting the likelihood of events doesn’t stop them. Stopping them requires really understanding and addressing the root causes of the attacks,” [Harris writes (opens in a new tab)](http://gigaom.com/2013/03/25/liking-curly-fries-might-not-mean-youre-smart-when-correlation-isnt-enough/) . Next time you find a correlation in your data, ask yourself, “What’s causing this?” **New kids on the block:** Last year, we saw Pinterest and Instagram take off and become a part of the social media elite. But have you heard of Vine, Medium, or Branch? These relatively fresh social platforms have shown plenty of potential, but is the mainstream ready to welcome another network? Only time will tell. In the meantime, check out Event Marketer’s [roundup of social media networks to look out for this year (opens in a new tab)](http://www.eventmarketer.com/article/NKOTB#.UVGPvlrwKLE) . **Battle of the notebooks:** Last week, we told you about Google’s newest app, the Evernote competitor [Google Keep](http://associationsnow.com/2013/03/lunchtime-links-take-better-notes-inspire-better-ideas/) . The program has gotten plenty of attention, especially since it followed Google’s announcement of [the demise of Google Reader](http://associationsnow.com/2013/03/the-ballad-of-the-stranded-google-reader-user/) . Now, I bet you’re asking yourself, between Evernote and Google Keep, which program is most efficient? *Mashable* [compared the two applications and set out to declare a winner (opens in a new tab)](http://mashable.com/2013/03/25/evernote-vs-google-keep/) . They found that Evernote may be better for notetaking purposes, but Google Keep is more efficient for browsing. Will you test Google Keep yourself? What’s on your reading list today? Let us know in the comments below. (iStockphoto/Thinkstock) [Anita Ferrer](https://associationsnow.com/author/anita-ferrer/) Anita Ferrer is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/anita-ferrer/) Tags: [#Big Data](https://associationsnow.com/tag/big-data/) [#Data Analysis](https://associationsnow.com/tag/data-analysis/) [#science](https://associationsnow.com/tag/science/) [#Technology](https://associationsnow.com/tag/technology/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [VideoAmerican College of Emergency Physicians: ACEP Geriatric Emergency Department Accreditation ProgramSeptember 24, 2026](https://associationsnow.com/2026/09/24/american-college-of-emergency-physicians-acep-geriatric-emergency-department-accreditation-program/) - [VideoIntro to ASAE’s Online Benchmarking Platform.August 2, 2021](https://associationsnow.com/2021/08/02/intro-to-asaes-online-benchmarking-platform/) - [VideoResearch for Impact: Using Data and CommunicationsMay 26, 2021](https://associationsnow.com/2021/05/26/research-for-impact-using-data-and-communications/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F03%2F26%2Flunchtime-links-correlation-vs-causation-big-data-style%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !