Double-edged side of big data

WITH all the furore over Cam­bridge Analytica and their influence in elections, there seems to be no one looking at the sources and accuracy of big data. I assume the data is collected from all sorts of places in the main and not so mainstream media. This is in contrast to the “old-fashioned” techniques of personal surveys when canvassing the electorate.

Let’s look at Facebook; the data here is from the personal profile of the users and their clicking actions when using the app. Users reveal their real personal and private information when they do this.