Written by Wired on January 22, 2015
As we have gone from information scarcity to abundance, data has become a mantra for businesses – but more for their own use than to benefit their customers. Most of it is being used by companies to gain knowledge – and the knowledge they are seeking is the unusual, not the obvious. Supermarkets already know that hot days will stimulate sales of ice cream. There’s no need to invest in expensive data scientists for that – what they are looking for are the little nuggets that shift the needle a little bit.