Genere su propio negocio digital

BOSTON – Casi todos tenemos una huella digital -el rastro de los llamados "datos pasivos" que se produce cuando participamos en alguna interacción online, como con contenido vinculado a una marca en los medios sociales, o cuando realizamos alguna transacción digital, como cuando compramos algo con una tarjeta de crédito-. Hace unos segundos, usted puede haber generado datos pasivos al hacer clic en un enlace para leer este artículo.

Los datos pasivos, como sugiere su nombre, no se generan conscientemente; son elementos derivados de nuestra existencia cotidiana. En consecuencia, esta información -y su valor monetario intrínseco- suele pasar inadvertida a los ojos de los usuarios de Internet.

Sin embargo, el potencial de los datos pasivos no se les escapa a las empresas. Ellas reconocen que este tipo de información, como una materia prima, se puede buscar, procesar y utilizar de muchas maneras diferentes. Por ejemplo, analizando el historial de búsquedas de los usuarios, las empresas pueden predecir a qué tipos de publicidad pueden responder o qué tipos de productos probablemente compren. Hasta las organizaciones de cuidado de la salud están entrando en acción y utilizan los patrones de compra de una comunidad para predecir, digamos, un brote de gripe.

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