Despite firms' attempts to anonymize user data, identities can still be detected
Data is all around us, to the point where it can potentially be unnerving. But Jiaming Xu, assistant professor in decision sciences at Duke University’s Fuqua School of Business, stressed that although many people are concerned about data privacy, they also experience many benefits from the ways their data is used.
Predictive analytics can help people find what they’re looking for faster, Xu said. In health care, algorithms can help identify patients at risk for certain diseases, or which patients are most likely to benefit a certain drug or treatment, he said.
[This article has been reproduced with permission from Duke University's Fuqua School of Business. This piece originally appeared on Duke Fuqua Insights]