Now is the time when a lot of hue and cry have been raised about data abuse by leading social media and otherwise groups, using analytics.
It’s big news because the world’s most powerful nation got it’s new president elected using analytics cues supplied by an intelligent analytics company using social media data.
It sounds evil, but it also can be considered as smart. I am saying this because the option was available to the other side also and again, the analytics sorted out characteristics peculiar to sections of voters for the candidate to form a winning election strategy.
I have seen similar processes during my stint as advisor to the world’s largest pure play analytics company.
One must admit that private data is used. But I don’t think any individual is identified for the profiling. It must have created groups with similar characteristics.
Such information can be of immense use if utilised for beneficial aspects. Big data and analytics are set to stay and grow.