The impact of big data has also pen

The impact of big data has also penetrated into daily life, such as the customized Internet search results generated by big data feedback. An effective application of big data can allow organizations to identify common bottlenecks, understand customer behavior, and improve performance. Cisco Systems conjectures that by 2020, the number of intelligent devices connected to the Internet will be 37 billion (Murali Nemani, “Cisco and Verizon Showcase the Connected Athlete Experience,” Cisco Blogs, Jan. 8, 2013). Andrew Leonard has predicted that, “the companies that figure out how to generate intelligence from that data will know more about us than we know ourselves, and will be able to craft techniques that push us toward where they want us to go, rather than where we would go by ourselves if left to our own devices” (“How Netflix Is Turning Viewers into Puppets,” Slate, Feb. 1, 2013)