CHAPTER 4
TELLING STORIES WITH DATA
BIG DATA IS EVERYWHERE. Even the quickest scan of online business news will yield a barrage of articles about what companies plan to do with massive, often innovative data sets. For example, human capital management and payroll company Automatic Data Processing has tested software that could reportedly predict potential employees’ likelihood of quitting based on their pay, commute distance, and a range of other factors.1 Clear Channel Outdoor, the nation’s largest billboard company, has created billboards that can be customized to drivers’ interests based on data collected from hundreds of millions of cellular subscribers to AT&T and other carriers.2
Business isn’t the only domain where data use is mounting. ...
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