Je persoonlijke datamijn

BOSTON – Bijna iedereen heeft een digitale voetafdruk; het spoor van zogenaamde ‘passieve data’ dat ontstaat als je welke online-interactie dan ook onderneemt, of wanneer je een digitale transactie doet zoals iets aanschaffen met een creditcard. Een paar seconden geleden heb je wellicht passieve data gegenereerd door te klikken op een link naar dit artikel.

Passieve data worden, zoals de naam al zegt, niet bewust gegenereerd; ze zijn een bijproduct van ons dagelijkse technologische bestaan. Als resultaat hiervan blijft deze informatie (en zijn intrinsieke geldwaarde) vaak onopgemerkt door internetgebruikers.

Maar bedrijven kijken niet over het potentieel van passieve data heen. Ze zien in dat zulke informatie als een grondstof gedolven kan worden en kan worden gebruikt op vele verschillende manieren. Door het analyseren van de zoekgeschiedenis van gebruikers bijvoorbeeld kunnen bedrijven voorspellen op wat voor een advertenties ze zouden kunnen reageren of welke producten ze waarschijnlijk zouden aanschaffen. Zelfs de gezondheidszorg doet hier aan mee door de aankooppatronen van een gemeenschap te gebruiken om, bijvoorbeeld, een griepepidemie te voorspellen.

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