This is an excerpt from the upcoming book Digital Data: An Inside Look at the Future of Digital Data, by Matthew J. Johnson and Mark D. C. Condon.
You can preorder the book here.
About the author: Matthew Johnson is a digital media consultant, speaker, author and producer.
He has worked with leading companies such as LinkedIn, Pinterest, Spotify, Facebook and Twitter.
He is currently the editor of the blog The Next Next Big Things in Digital Analytics and Digital Data.
His work has appeared in a wide range of publications including Forbes, The Next Generation Magazine, The Wall Street Journal, Wired, TechCrunch, CNNMoney, The Huffington Post, Fast Company, CNN, The Atlantic, Wired UK and TechCrunch Disrupt.
Follow him on Twitter at @MatthewJohnson_.
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