Pundits have dubbed personal data “the new oil” of the 21st century. Yet for all the hype surrounding big data, people complain they have less meaning and are frustrated with how poorly brands leverage their information. That’s because many companies still mine data with the end goal of streamlining business processes, largely neglecting an essential piece in the data economy puzzle: the person.
Accessing or aggregating data is not the challenge. The real challenge is to figure out what to do with it; how to use it in a way that delivers benefit both for the user and business