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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