The conversation about big data revolves around business benefits. But as IESE’s Evgeny Káganer says, we should start thinking about what’s in it for us: how emails, tweets, texts and apps can improve our work habits, productivity patterns and well-being. We, as individuals, should start steering the conversation, telling businesses how we want products, services and business models to be, instead of the other way around.
I am sure that the consumer will be always the leading in this consumer-company relationshp concerning big data. After all – it is all about the consumers and their habits. So – they will change companies policies and not the other way around.