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Scholars are becoming increasingly interested in whether and how government use of Big Data will affect public policy outcomes. Despite such growing scholarly interests, however, little evidence exists on the role Big Data can play in improving government service. We undertake one of the first quantitative studies revealing the potential utility and limitations of ''Big Data-based policymaking'' by exploring its recent use by the Seoul Metropolitan Government. In 2013, the government introduced the ''Owl Bus''-a late-night bus system-the routes of which were selected based on government analyses of Big Data relating to citizens' late-night taxi and mobile phone use. The findings suggest that the average number of passengers utilizing the Owl Bus routes was significantly greater than that on other daytime bus routes with comparable characteristics. That said, we also present the potential limitations of evidence-based policymaking in general, especially when politics and equity considerations are factored in.

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