Mankind’s digital exhaust is social science’s Big Data. We create digital data with every post, purchase or picture. This offers social scientists access to previously unimaginable reams of data. Coupling that with new computing power and the possibilities are endless, argues Peter Zandan, global vice chairman of Hill+Knowlton Strategies. Brands can decode what makes ideas spread, how purchasing decisions are reached and who and what influences influencers. It’s time to prepare, he writes.
Stories by Peter Zandan
The global vice chair of Hill+Knowlton Strategies, Peter Zandan, PhD, argues that communicators must self-police themselves or risk the weaponizing of communications.