BIG DATA ... small story

In modern society, a huge volume of data (big data) are being collected and accumulated, and growing exponentially.1 2 Data come from the internet, social media, medical records, customer databases, massive open data and other data sources. Big data are huge in quantity (volume), fast in production sometimes in real time (velocity), structured and unstructured in data types (variety), inconsistent and changing (variability), uncertain in data quality (veracity) and potentially useful (value).3 4 \n\nBig data, when analysed properly, can improve corporate performance, increase productivity, provide insights and predict future scenarios for better decisions in medicine, public health, science and technology, business and other sectors.5 6 Big data, when misused, can lead to data breach and privacy concerns6 and, when misinterpreted7 or manipulated,8 can cause false predictions leading to potentially disastrous consequences.\n\nHere is a small story that might help understand the impacts of big data. It is in part inspired by some ideas already posted on the internet.9 10 The story is about a customer who orders pizza by phone, and the interesting exchange that ensues, delightful and not so delightful, that potentially can happen during the big data era.\n\n\u003e Pizza: [The phone rings] Thanks for calling. How may I help you?\n\n\u003e Customer: I would like to order a pizza.\n\n\u003e Pizza: What is your customer number?\n\n\u003e Customer: XY1357\n\n\u003e Pizza: Hi, Mr. Lee. Your address is …