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The field is bound to thrive on the ever-growing piles of what Shuy calls "data".
The 21st-century networked sovereign, he says, is the guarantor of what he calls "data integrity".
McKinsey calls data activation and personalization the heartbeat of modern marketing.
But as with wireless voice calls, data connections can be dropped unexpectedly, or you can hit dead spots.
Apple points out that unlike voice calls, data transmissions generally don't require continuous, steady, uninterrupted connections to the cell networks.
The idea started with a preoccupation with what Barnes calls "data shadows", part of the digital footprint we all leave behind.
Similar(26)
Hiptype teams up with e-book publishers, embedding its software in the books to gather data for what it calls "data-driven book publishing".
Not all Netflix originals have the per hour budget of House of Cards, and its spend is carved up a little more scientifically than is traditional at UK broadcasters – using what Netflix content chief Ted Sarandos calls "data-driven hunches".
Dancy claims this connected environment – which he calls "data-assisted living" – has revolutionised his life, helping him to lose 100 pounds in 18 months, and letting him live in a state of zen-like calm, safe in the knowledge that his every moment is being archived.
It is called data over-fitting.
Mariko: That's what we're calling data management.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com