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 device and 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 with—their needs and fears as well as how they are likely to behave.