Eli Pariser

Big Data is big business. Sensors, GPS tracking, math modeling and artificial intelligence offer companies real-time market insights at massive scale and open the door to unprecedented ways of monitoring, targeting and measuring employees and customers. Analyst firm Gartner predicts enterprises adopting Big Data technologies will "outperform competitors by 20 percent in every available financial metric." Big Data might well be "the new oil," but I would caution us not to worship it as the new religion. Amidst all the data frenzy, we are not only losing a more holistic view of business but also a part of our humanity

[TM Editors Note: This Scientific American story appeared on Feb. 18. How should marketers respond to arguments like it?] Imagine an Internet where unseen hands curate your entire experience. Where third parties predetermine the news, products and prices you see—even the people you meet. ... This is not far from what is happening today. Thanks to technology that enables Google, Facebook and others to gather information about us and use it to tailor the user experience to our own personal tastes, habits and income, the Internet has become a different place for the rich and for the poor

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