Big Data: Hopes and Fears about the Future of Digital Information

​Marguerite McNeal
Marketing Researchers
Current average rating    
Key Takeaways

  • Companies will mine this resource to extrapolate trends and make more credible predictions.

  • A lot of 'Big Data' today is biased and missing context, as it's based on convenience samples or subsets.” 

  • Most respondents to the Pew study agree that digital sources will change the nature of business decisions.

Google predicted the outbreak of the flu before health officials, based on user searches for symptoms of the illness. Target sent coupons for maternity clothing and nursery furniture to a pregnant teen before her father even knew she was having a baby. As more and more data from a variety of sources becomes available, companies, governments and individuals are learning to use information in ways that were previously unimaginable.

 In July, The Pew Research Center's Internet and American Life Project and Elon University released a non-random survey of 1,021 digital stakeholders who weighed two scenarios for the future of Big Data. While 53% of respondents agree that Big Data will have a positive effect on social, political and economic intelligence in the year 2020, 39% believe it will have a harmful impact.

Download the PDF to read the full article. 


Author Bio:

​Marguerite McNeal
​Marguerite McNeal is a Staff Writer for the AMA’s Magazines and e-Newsletters.
Add A Comment :

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.