SHAOZENG ZHANG Program of Applied Anthropology, Oregon State University BO ZHAO Program of Geography, Oregon State University JENNIFER VENTRELLA Program of Mechanical Engineering and Program of Applied Anthropology, Oregon State University [s2If is_user_logged_in()] Download PDF [/s2If] [s2If current_user_can(access_s2member_level1)] [/s2If] For its volume, velocity, and variety (the 3 Vs), big data has been ever more widely used for decision-making and knowledge discovery in various sectors of contemporary society. Since recently, a major challenge increasingly recognized in big data processing is the issue of data quality, or the veracity (4th V) of big data. Without addressing this critical issue, big data-driven knowledge discoveries and decision-making can be very questionable. In this paper, we propose an innovative methodological approach, an archaeological-ethnographic approach that aims to address the challenge of big data veracity and to enhance big data interpretation. We draw upon our three recent case studies...