Why Big Data will not have all the answers for consumer marketing

Elliot, a fictional character created by USA network's "Mr Robot", is a vigilante hacker who suffers from a social anxiety disorder. For the skills he lacks in real-life communication, Elliot compensates them with inapt hacking abilities. Elliot constructs his interpretation of the real world by tapping into the digital lives of his friends and co-workers. While he gets it right at times, his conjectures are more frequently distorted or inflated.

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The era of social training

It is widely known that sports are the most popular hobbies people cultivate around the world, jogging, golfing, cycling, swimming, surfing, triathlon and hundreds of other sports are practiced by ordinary people whose profiles vary as much as the modalities practiced. This leads to electronic gadgets, social media and the Web 2.0 that are transforming the landscape of the “weekend enthusiast” by empowering and connecting people from all around the world. 

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