It was now just two people talking, not a news reporter mining for data like a dentist extracting teeth.
The group started mining Facebook for data last year, but have recently expanded its analytics to include a closer look at your social relationships.
This involves mining data for lifecycle events to generate targeted messaging based on an automated trigger engine.
Once collected, users or businesses are mining the data for meaningful patterns that can be used to drive business decisions or actions.
NASA, he is at home mining customer data for marketing ideas.
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They are also mining data looking for potentially risky activity below the surface.
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All of this suggests that Big Data will not only be a revolution in data management and search, but that it will also likely bring to the fore a whole new generation of hot companies specializing in building and selling new tools for mining vast amounts of low-quality data for the rare nuggets.
Consider, for example, an American startup-up company that has developed sophisticated new data-mining technologies for social networking applications.
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Editors say they spend a significant amount of time mining newsstand-sales data for patterns.
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As Ian Ayres (my colleague in forbes columny) writes in his insightful and delightful Super Crunchers (Bantam 2007), the technologies for assembling and mining huge data sets have converged over the last couple of decades, and they give us remarkable new power to pluck the future out of the past.
"The use of text-mining algorithms was critical in this endeavor and helped secure a complete picture that would not have been available using traditional market research, " says Michael Cavaretta, Ford's technical leader for predictive analytics and data mining.
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As well as being able to chip in with opinions about what constitutes a planet, the team are letting students develop data mining experiments, looking for patterns that could assist in the discovery of alien life -- or just look neat when graphed visually.
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Nazem recently opened labs in Pasadena and Sunnyvale, Calif. (concentrating in advanced data mining and search) and Berkeley (for social behavior).
Finally, data mining is helping banks create risk profiles for those who might lack a credit score or other standard qualifications, opening the door to financial services for them.
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Usama came to the U.S. to earn his PhD in data mining, now perhaps the most coveted expertise for anyone in the web business.
Expect it to score well here: Tesco in the last few years has displayed a zealous appetite for mining information about its customers' shopping habits by tracking data from its loyalty card.
Kennedy, intent on mining all the data before his first meeting with Nikita Khrushchev, asked his advisers what the Russian ate for breakfast.
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The data-mining software is partly based on a model the SEC developed to trawl through hedge fund returns for signs of Bernard Madoff-style chicanery.
The mining of data on how different banknotes move through the economy would make it easy to spot suspicious transactions for example, a large deposit of notes that had been out of circulation for a long time.
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