Ed Sutton on the dangers of big data and how everything we do, online or offline, leaves a digital footprint behind. He describes how every purchase with a card, every search, every movement with a smart deviceÂ andÂ every social media interaction (Likes, Retweets etc.) get stored. When used in aggregate, this data reflect a social and identity fingerprint that uniquely identifies you and furthermore can predict your behaviors and responses.
The Big Five: Openness (how open are you to new experiences?), Conscientiousness (how much of a perfectionist are you?), Extroversion (how sociable are you?), Agreeableness (how considerate and cooperative are you?), and Neuroticism (how sensitive/vulnerable are you?). With these five dimensions (O.C.E.A.N.), you can determine fairy precisely what kind of person you are dealing withâ€”their needs and fears as well as how they are likely to behave.