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The Boston Globe

Business

In Big Data, investors see big, profitable uses

Business of analyzing huge troves of information spreading fast beyond marketing

From electing a president to buying a latte, Big Data is increasingly influencing consumer decisions. The science of analyzing huge troves of data has become such a big business that investors in Massachusetts are rushing to to find the next billion-dollar companies.

For now, much of the commercial use of Big Data is in the form of more targeted advertising — think of those eerily prescient Google ads.

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