挖掘你的数字生意

波士顿—几乎所有人都留下了数字足迹——所谓的“消极数据”(passive data)痕迹,在你参与在线互动时产生,比如社交媒体上的品牌活动或者用信用卡买东西之类的数字交易活动。几秒钟前你点击鼠标链接到这个网页上阅读本文也会产生消极数据。

顾名思义,消极数据并非有意产生;而是日常科技存在的副产品。因此,这类信息——及其内在货币价值——通常不为互联网用户所注意。

但公司并未放过消极数据的潜力。它们意识到这类数据就像是新矿藏,可以挖掘并用于许多不同用途。比如,通过分析用户的浏览历史,企业可以预测他们会响应怎样的广告、可能购买怎样的产品。甚至医疗组织也加入其中,使用社区购买模式预测(比如)传染病的爆发。

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