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Explore the distinction between data science and data alchemy in this thought-provoking conference talk from GOTO Amsterdam 2016. Delve into the importance of data creation and collection, challenging the common focus on analyzing existing data. Learn from historical examples like the HMS Endeavor and Copernicus to understand the revolutionary impact of new data. Examine the concepts of transit, uncertainty, and the relationship between data and engineering. Discover how Booking.com approaches data creation and gain insights into effective interview questions for data scientists. Understand the significance of asking the right questions and creating new data to drive scientific and business discoveries.