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Alex Pentland discussing Promethean Fire: “Reinventing Society in the Wake of Big Data”. 

Recently I seem to have become MIT’s Big Data guy, with people like Tim O’Reilly and “Forbes” calling me one of the seven most powerful data scientists in the world. I’m not sure what all of that means, but I have a distinctive view about Big Data, so maybe it is something that people want to hear.

I believe that the power of Big Data is that it is information about people’s behavior instead of information about their beliefs. It’s about the behavior of customers, employees, and prospects for your new business. It’s not about the things you post on Facebook, and it’s not about your searches on Google, which is what most people think about, and it’s not data from internal company processes and RFIDs. This sort of Big Data comes from things like location data off of your cell phone or credit card, it’s the little data breadcrumbs that you leave behind you as you move around in the world.