Skip to main content

Mine Your Digital Business

Nearly everyone has a digital footprint – the trail of so-called “passive data” that is produced when you engage in any online interaction. As a result, this information – and its intrinsic monetary value – often goes unnoticed by Internet users.

BOSTON – Nearly everyone has a digital footprint – the trail of so-called “passive data” that is produced when you engage in any online interaction, such as with branded content on social media, or perform any digital transaction, like purchasing something with a credit card. A few seconds ago, you may have generated passive data by clicking on a link to read this article.

Passive data, as the name suggests, are not generated consciously; they are by-products of our everyday technological existence. As a result, this information – and its intrinsic monetary value – often goes unnoticed by Internet users.

But the potential of passive data is not lost on companies. They recognize that such information, like a raw material, can be mined and used in many different ways. For example, by analyzing users’ browser history, firms can predict what kinds of advertisements they might respond to or what kinds of products they are likely to purchase. Even health-care organizations are getting in on the action, using a community’s purchasing patterns to predict, say, an influenza outbreak.

We hope you're enjoying Project Syndicate.

To continue reading, subscribe now.

Subscribe

Get unlimited access to PS premium content, including in-depth commentaries, book reviews, exclusive interviews, On Point, the Big Picture, the PS Archive, and our annual year-ahead magazine.

https://prosyn.org/9gYVvjE;

Handpicked to read next

  1. benami154_Yousef MasoudSOPA ImagesLightRocket via Getty Images_palestine Yousef Masoud/SOPA IMAGES/LightRocket via Getty Images

    Forgetting Palestine

    Shlomo Ben-Ami

    The two-state solution is virtually dead in the water, and the international community has largely abandoned the Palestinian cause. At this point, there is little to stop Israel from cementing the one-state reality that its right-wing government has long sought, regardless of whether that leads to a permanent civil war.

  2. sachs313_SebastionBozonAFPGettyImages_EUflagtrump Sebastion Bozon/AFP/Getty Images

    Europe Must Oppose Trump

    Jeffrey D. Sachs

    European leaders should recognize that a significant majority of Americans reject Trump’s malignant narcissism. By opposing Trump and defending the international rule of law, Europeans and Americans together can strengthen world peace and transatlantic amity for generations to come.

Cookies and Privacy

We use cookies to improve your experience on our website. To find out more, read our updated Cookie policy, Privacy policy and Terms & Conditions