Big data, moreover, digital data of any variety, is transforming the ways we live our lives. Those on the inside already understand the benefits of pooling masses of data from various online resources. Whether it’s used for generative vs. discriminative machine learning, security reports, or marketing, data plays an important role in today’s tech world. However, beyond the often-unseen cogs driving innovation, data is also being used by consumers. Today, the average person not only has access to more data but easier access to it.

Take, for example, a traveler. If you’re planning a vacation or even just a day trip, what’s one of the first things you do? Google your destination. Thanks to the power of collective thought, experiences, and contributions, you can get an overview of a destination from a myriad of perspectives. In fact, such is the power and presence of TripAdvisor that companies will actively monitor its reviews and respond accordingly. This site has become a proverbial well of information for travelers and can make or break an attraction.

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