From the course: Design Thinking: Data Intelligence

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Great experiences from predictive data

Great experiences from predictive data

From the course: Design Thinking: Data Intelligence

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Great experiences from predictive data

- In the past, we tended to hear only about the data marketing snafus that focused on invading our privacy through data. These were largely added marketing-focused. Today, companies and researchers are using techniques like machine learning to predict minute behavior patterns. Some are even using these to intelligently create extremely complex digital personas that can then be used to model and predict what they might do or say. This might be hard to grasp or imagine at first, so let's start with a well-known example. Facebook predictive political analysis. You likely have heard about this, and might even looked your own up if you use Facebook. By analyzing millions of data points, Facebook has developed a system that can predict where you are in the political spectrum and how politically active. Think about that for a moment. Let it set in. We have the means to understand if someone is liberal or very liberal, or how likely they would be to engage politically. A person's politics can…

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