Drivers for Big Data? - Big Data Analytics: Disruptive Technologies for Changing the Game - page 13

Big Data Analytics is creating a new market, where customer data from
one industry can be collected, categorized, anonymized, and repackaged for sale
to others:
• Location —As we discussed earlier, location is increasingly available to
suppliers. Assuming a product is consumed in conjunction with a mobile
device, the location of the consumer becomes an important piece of
information that may be available to the supplier.
• Cookies —Web browsers carry enormous information using web cookies.
Some of this may be directly associated with touch points.
• Usage data —A number of data providers have started to collect,
synthesize, categorize, and package information for reuse. This includes
credit-rating agencies that rate consumers, social networks with blogs
published or “Like” clicked, and cable companies with audience
information. Some of this data may be available only in summary form
or anonymized for the protection of customer privacy.
Figure 2.3: LUMA Scape for social media (reprinted with permission)