Insight Into the Use of Big Data

I came across a New York Times article recently describing how Target is able to apply statistical algorithms on its sales data to identify pregnant consumers based on purchases like unscented lotion.  It turns out that customers often change their buying patterns when they are about to have a baby and having a baby leads to an increase in spending.  Therefore, identifying and enticing women and their husbands during the second trimester of their pregnancy creates opportunities to develop shopping habits and a long-term shopping relationships with these parents.

The article provides a fascinating look at how big data is used to learn intimate details about the customer.  It also demonstrates that organizations are recognizing the need to be discrete when applying data to develop these new insights.  Like in other scientific fields we need to understand that just because we can do something doesn't mean we should do something.

I'm excited to see the opportunities big data has for our society and the resulting increased demand for math and computer science professionals.  I only hope that we are able to maintain awareness of the affects this level of analysis has on society and we are able to limit our application of these techniques to be respectful of others.