Across the internet economy, companies are compiling masses of data on people, their activities, their likes and dislikes, their relationships with others and even where they are at any particular moment—and keeping mum.
“They are uncomfortable bringing so much attention to this because it is at the heart of their competitive advantage,” says Tim O’Reilly, a technology insider and publisher. “Data are the coin of the realm. They have a big lead over other companies that do not ‘get’ this.”
Re-using data represents a new model for how computing is done, says Edward Felten of Princeton University. “Looking at large data sets and making inferences about what goes together is advancing more rapidly than expected. ‘Understanding’ turns out to be overrated, and statistical analysis goes a lot of the way.” Many internet companies now see things the same way. Facebook regularly examines its huge databases to boost usage. It found that the best single predictor of whether members would contribute to the site was seeing that their friends had been active on it, so it took to sending members information about what their friends had been up to online









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