MailChimp Gmail study as an example of Big Data studies 2/2

Previously, I analyzed the data analysis by MailChimp on the impact of Gmail's new tabbing feature, and noted a potential data issue (link). In Part 2, I will look at the MailChimp study as a typical example of "Big Data" studies. The Gmail study has several features that are hallmarks of Big Data. First and foremost, the analyst boasts of a staggering amount of data ("29 billion emails, 4.9 billion opens, 4.2 billion clicks, and 43.5 million unsubscribes"). Because of such "wealth", the analyst now feels empowered to ignore statistical variability. This is sometimes known as "N = All", the...