With more and more companies engaging in the field of analytics, companies continue to come up with new and innovative ways to harvest their fields of Big Data. For instance, on Tuesday, the New York Times reported on how a range of start-ups and established tech companies are focusing their analytics efforts on a technology for mobile apps referred to as “predictive search.” The technology would not require people to enter a search query; instead, relevant information is pushed forward to the users proactively based on their location, time of day, digital activity (such as their email and calendar), and other contextual factors. For example, a phone with predictive search could inform users – before they even ask for it – what time they need to leave for their meeting based on their location, nearby traffic and calendar entries.
The benefits to analytics are obvious, evidenced by the increasing number of companies offering innovative services like predictive search. Companies should still keep the legal risks in mind when moving forward.