Costa Coffee is my favourite of the high street chains and I buy coffee from there about once a week on average. This article announces the companies intention to use 'big data'. The article is short of specific details but gives a few broad motivations behind the initiative. These are:
- "to rapidly generate insights that create value for our business"
- "provided more accurate decisions"
- "significantly decreased the time required to understand the impact of each new idea"
- "technology that can pinpoint cause and effect, allowing management to examine how their decisions alter the performance of their companies"
- Tracking cookies: Facebook tracks its users across the web by using tracking cookies. If a user is logged into Facebook and simultaneously browses other websites, Facebook can track the sites they are visiting.
- Facial recognition: One of Facebook’s latest investments has been in facial recognition and image processing capabilities. Facebook can track its users across the internet and other Facebook profiles with image data provided through user sharing.
- Tag suggestions: Facebook suggests who to tag in user photos through image processing and facial recognition.
- Analyzing the Likes: A recent study conducted showed that is viable to predict data accurately on a range of personal attributes that are highly sensitive just by analyzing a user’s Facebook Likes. Work conducted by researchers at Cambridge University and Microsoft Research show how the patterns of Facebook Likes can very accurately predict your sexual orientation, satisfaction with life, intelligence, emotional stability, religion, alcohol use and drug use, relationship status, age, gender, race, and political views—among many others.