14 - Reciprocity

How to create a product that creates data that creates the product

The most effective Data Driven Strategies leverage reciprocal data: new data that originates from the use of an existing data driven product. Reciprocity in Data Driven Strategy ensures that value is created at the time it is being consumed. Reciprocity in data is everywhere around you; for example, in Amazon’s book recommendations. When you purchase a book, the system uses this information to optimize future book recommendations to you and other readers. Reciprocity is used in TomTom’s navigation devices: by signaling locations back to TomTom, the company is capable of predicting and reporting traffic jams and rerouting the users to avoid busy roads. It is used ...

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