In a research paper, Boldt et al. (2016) uses Facebook data to predict the sales of Nike.
What is the business value of this? For whom?
Is there a risk that the prediction will be biased? By what?
Are they successful in building a predictive model? This is Table 5 from the paper:
The paper by Boldt et al. is titled “Forecasting Nike’s Sales using Facebook Data”
https://ieeexplore.ieee.org/document/7840881
