If you take a look at your social media accounts and wonder how these outfits are able to anticipate the kind of content you like to consume, the answer is that data science and big data analytics are being harnessed to try to guess exactly that, and with very good results.
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We are now living in the age of Data Science and Big Data, as the ubiquity and availability of large amounts of data plus advances in technology to store, process, and analyze such data have revolutionized ways of thinking about things and of doing business.
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