As an unapologetic Google sceptic, a recent article in the MIT Technology Review caught my eye. Asked about ‘big data’, a Google rep was quoted as saying that they prefer not to be associated with that particular phrase.
Why, you ask? Big data is after all almost synonymous with Google: applying intelligent analysis to massive datasets to gather meaningful insights on user behaviour. That is exactly what Google does in a variety of ways with its search algorithms, advertising platforms, and nearly all of the myriad of free services it offers.
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