"There is not much to do - just collecting data - and taking advantage of fast internet connection to trawl the web.
Just collecting data on customers for its own sake is useless unless you can do something useful with it, he said: "You don't need to understand everything about the customer, you don't need to collect and structure everything about the customer, you just need to have a sense about them".
Well, of course, this is how we end up arguing whether collection of every bit of information my phone provides – whom I talk with and where I go and what I do when – is just collecting data or is the equivalent of searching me or surveilling my every move.
"But just collecting data is the easy part.
And you don't want to just collect data; you want to understand how you're going to analyze the data," Witt says.
"I'd go get in my car as soon as classes were done, put on my field clothes, and just collect data, do experiments".
And since Basis doesn't just collect data but uses it to enhance your lifestyle, Holove says, "When they look at it, the value is very clear.
It doesn't just collect data, calculate correlations or make predictions it actually tries to see if there is some simple underlying law that explains the apparently complex behavior.
Now live at more than 80 institutions and reaching 400,000 students across 30 states and three countries, Check I'm Here's advantage is that it's not just collecting data on how many students attend a given campus activity, but helps the universities and colleges use that data to better involve students in the future, as well as increase retention.
