
74 • Big Data and Business Analytics
PROFILE DATA
We have discussed the value of a piece of data that records a simple trans-
action. Rather than spend the remainder of this chapter on increasingly
complex (e.g., multiparty) transactions, we will simply note that at a
minimum, every party to a transaction may derive some value from the
transaction record. is includes Ellen and James (the principal parties),
James’s supplier, the tax authorities, the marketing rm that advertised
this piece of music, the rm that advertises James’s shop, and any other
advertiser that might want to convince Ellen to buy something related.
Advertisers in particu ...