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Will big companies and big governments use big data to trample on the little man?
Just as a corporation may use big data to figure out what a consumer might buy based on their past purchases, a spy agency can use big data to make connections to useful intelligence.
Even when such experiments are unfeasible, there are ways to use "big data" to help answer policy questions.
"There is," he says, "a lot of low-hanging fruit for companies that are able to use big data to their advantage".
But we also wanted to know what marketers considered was the consumers perception of brands that use big data to shape the consumer experience.
Tomorrow, we will use big data to surpass our faith in our individual powers and instead place trust in the data (though not blind trust).
Similar(21)
Pentland spoke about how he has used big data to track debates online.
Pacemaker launches iPad DJ app using Spotify as its music source How Shazam uses big data to predict music's next big artists.
But perhaps the most advanced approach to using big data to tackle city infrastructure breakdown is IBM's smarter cities business offering.
Monsanto, a key partner, last year acquired The Climate Corp, which uses big data to help farmers increase crop yields, manage chemical inputs and increase crop yields.
Russ Altman, a doctor and director of the Biomedical Informatics Training Program at Stanford, used big data to identify drug interactions among patients taking multiple drugs.
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Justyna Jupowicz-Kozak
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