Using all this data brings a myriad of implications, not least the increasing atomisation of voters by political parties. We have already briefly explored this. What I didn't mention was how Obama's operation would send door knockers to specific doors as the data they gathered told them how many people in a given street they needed to convince.
The signs have been visible for a while that Big Data is crossing the chasm and moving into everyday operations including the world of entertainment. Initially Big Data was used to predict blockbusters but now they are being used to write them, indicating that data scientists will be the next most critical job for a wider range of industries..
To a professional services executive focused on delivering results, terms like "mobile," "social," "cloud" and "big data" can sound like little more than buzz words. Yet, together, these four technologies converge as today's platform for digital business. And when harnessed properly, they can drive real change within your organisation.