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Things get a little competitive when employees start to monitor and measure.
"That data told us we needed to have a presence on Pinterest and start to monitor it," she said.
As well as music, motion, heart rate, and temperature, Spotify could start to monitor sleep patterns, according to Donovan Sung, Spotify's product manager for discovery and recommendations.
Nielsen, America's dominant TV-ratings firm, which profits from buoyant TV advertising, recently announced that it would start to monitor PVRs in 2005 but not in enough detail to show ad-skipping.Glenn Britt, chief executive of Time Warner Cable, argues that, if PVRs do make a big impact, the media industry should adjust its business model.
The tool could help poorer nations start to monitor their own deforestation problems.
To get started with Mashape Analytics, developers simply have to download an agent, which will then start to monitor the traffic.
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Some of the largest clubs have started to monitor unofficial fan sites.
In a possible prelude to restrictions, government agents in Russia and South Korea have started to monitor scrap exports closely.
As well as managing clinical-trial data for pharmaceutical clients, for example, Accenture is starting to monitor people's reactions to drugs.
Carmakers are starting to monitor vehicles so that they know when to replace parts before they fail, based on changes in vibration or temperature.
But nothing is, including Mr. Brewster's description of how they started to monitor Idris, using a spreadsheet in which "every hour of the week was accounted for".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com