Data Muse Tunisia
March 17, 2016

The Era of Data Driven Moods

​With smart pervasive applications surrounding every feeling within our daily life experiences, one should really think of what’s going to happen next! Business intelligence deployed the art of descriptive and diagnostic analytics through computational resources, allowing batch mannered data analytics and insight collection as long as we had previously determined KPIs and goals. With cheaper hardware, specifically storage, organizations got aggressive in collecting whatever data available. Successful scenarios and case studies that visualize these randomly structured data mashed up together, incentivized more companies to work on its data collection/ analytics/ visualization techniques, yielding to a data driven world. Companies attempting more data collection through different approaches such as crowd sourcing, were particularly concerned with collecting detailed traces about users that would serve in targeting them in a personalized fashion.

 

Today, this era can be characterized with the smart data-driven devices that are core to any action a user gets in touch with. Whether the routes to be selected in the car to avoid traffic, or the outfit to wear on a sunny day while visiting a certain city that anticipates sudden rain or even the real time notifications you get while passing beside a nice coffee shop that your friends like, it becomes easy to realize that people are not only living In the data driven culture but rather becoming ultimately and solely data driven themselves.

 

Facebook took this to a whole new level while performing the mood manipulation exercise, studying how people’s reactions and moods change relative to what they bump into while surfing their news feed. So can we really call this the data driven mood era? Applications measuring your activities such as water intake, sleep hours and overall biological indicators, chat logs and relative sentiment changing while chatting to different people about different topic themes are all taken for granted. Yet, these smart applications and devices, initially collecting your data are also trying to achieve smart sense making from different sources overlaid together. This will give knowledge about experiences, empowering the application with the ability of tracing every pico-moment in one’s life. This in turn shall be associated with other indirectly related facts or sparks that give birth to stories within a certain context yielding to the so called: “Personalized Life Shaping ”. To be achieved, this drives analytics beyond the who, where and when to tackle the important notions of why and with whom! At this moment only one can diagnose the whole scenario and form the circular pedigree which covers the 360 degree of a user’s life.
On the other hand, the use of this information to target the user and redesign his experience is what actually manipulates a user’s mood and tailors his/her feelings in any experience. More to that, the power of data in building up people’s moods gets more evidence while checking the large portfolio of mood tracking applications, initially designed to assist people in being happy. A collection of vocabs to be associated with each user you talk to and the variation of these terms with changes in scenarios, reactions, times, locations and even health status.

 

At times before, smart applications and devices were looked at as cartoonish devices that illustrate the facilities human beings dream about. Today, many people are scared of what smart apps and devices can do, specifically about feelings and emotions.  I wonder what our next data driven dreams promise us with!

 

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