Kathi Kitner, Thea de Wet
In the early part of this millennium, the term big data was beginning to be bandied about among those in technology-related disciplines. The term was spoken with a bit of awe, a bit of cockiness, and always a breathlessness about what incredible potential big data held for making our world more understandable, more fixable, and overall, just better. The ability to account for and measure everyday human behavior in real time at a fine granular level had—and still has—most of the business and academic worlds agog at the possibilities. But just like new parents who celebrate the knowledge that…
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