Mention big data to the average person on the street and you’ll often get a yawn—or outrage. It’s an overarching term that generally brings one of two things to mind: the NSA’s PRISM project or automated suggestions at major e-commerce sites. Either way, the assumption is it’s not something that affects their day-to-day lives.
But there’s a lot more to big data than snooping and up-selling. And, as it becomes an increased part of business life, it’s having a bigger impact on everyday occurrences than you might realize.