By 2025, the average data consumer will have at least one digital data engagement every 18 seconds, which translates into almost 4,900 interactions per day. In the course of these interactions, the data consumer also grants additional ‘free’ access to their digital footprint, which is further analyzed, by companies, to supply the consumer with personalized experiences.
Big data analyses correlations which means that it mostly delves into ‘what’ rather than ‘why’. For instance, can your clothes monitor your health? Yes. Could this data on health thereafter be used by insurance companies to provide better policies? Maybe.