I am sure there are good uses for so called big data in looking at trends etc, but for the sort of micro targeting people get bent out of shape about, I suggest it’s almost worthless. The “targeted” advertising I get is never, ever, anything I’m interested in, and even Amazon, who ought to have a better idea than most, only suggest I buy something I just bought (50 bin liners bought last week Sir? No, I won’t need any for months). There are plenty of things I am probably susceptible to but none of them ever get suggested. Big data – big load of toss.