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The Connected Consumer by Dinesh Kumar

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CHAPTER 5

Data Mining and Analytics

Mary loves the lines of the song, “Every breath you take. Every move you make … I’ll be watching you. Every single day. Every word you say.” Companies may well be singing that song today, as they track Mary every single moment of her life. Using techniques of data analytics, they know more about her than even her parents.

In the movie Minority Review, as the hero walks into a clothing store, his eye is scanned by a computer and he is immediately greeted by name. The computer also accesses his purchase history to make suggestions and reminds him of the products that he might need.

This is indeed what shopping is evolving into, thanks to a world in which we leave data in everything that we do online. By analyzing ...

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