Big data leads to what? Image: luckey_sun on Flickr.
How do you pay for your cinema ticket? You probably use a card. Swipe, swipe, and you’re in. Did you notice that second swipe? That is the one for the rewards card owned by the cinema chain.
At every stage, in every transaction, the digital engineers have worked out that we give them something – data. That data is so valuable that cinemas are prepared to heavily discount tickets bought on a rewards card.
