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Creepy data

Both HBR (“Pushing the limits of personalization“) and the New Yorker (“Make me a match“) had related articles on the creepiness of Big Data. The part that caught my eye was from the new book Dataclysm (by Christian Rudder – founder of OkCupid):

Just from your pattern of likes on Facebook (and without relying on status updates or comments), an algorithm can determine with eighty-eight-per-cent accuracy whether you are straight or gay. Sixty per cent of the time, it can tell whether your parents were divorced before you turned twenty-one.


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