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"The Naked Future:" Data And Predicting Behavior

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Penguin Books
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That "club card" at the grocery store let the store know the kinds of things you are likely to buy, so it can offer you a coupon for a future purchase. 

And that's just one example of the ways in which data about us can predict future behavior. 

We put a whole lot of data out there through computer and social networks, and it can be and is used to make predictions.  That has its uses, but can be scary as well. 

Patrick Tucker of "The Futurist" magazine looks at both uses in his book The Naked Future. 

 

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Geoffrey Riley is a graduate of the University of Missouri School of Journalism and has hosted the Jefferson Exchange on JPR since 2009. He's been a broadcaster in the Rogue Valley for more than 35 years, working in both television and radio.