Dark Social: Dimming the Lights on Web Traffic

Kathryn Kure of Data Myna

We are particularly good at lying, cheating and deceiving – even to ourselves. One of the most singular results from brain research indicates that, in the absence of other information, we tend to fill in the blanks by concocting coherent stories that we can believe. In split-brain studies, for instance, when a man's left hemisphere saw a chicken with a claw and his right a shovel and a snow scene, he chose the matches correctly, but then generated a story as to why he chose the shovel, claiming it was to clean out the chicken shed.