It’s a foolish to believe that Facebook profiles, Amazon history, or even entire online lives contain magical powers to manipulate people. These are only sources of information, and rather unfocused and unwieldy sources at that.
The value of data lies in the significance of the problem you can solve with it. If you can solve a problem with little data instead of Big Data, you’ll save money and effort, and get better value. For example, Bernard Marr mentions a test – offering comfort foods for sale on cold days – and the result that offering these foods on the menu resulted in increased sales of about 3%. (I found this a little confusing. I thought pretty much everything at McDonald’s was comfort food.)
Author: Meta S. Brown