The possibilities are endless. Considering buying a big-ticket item, like a car? LED billboards will sense your smartphone's approach and, knowing your tree-hugging tendencies, flash you an ad for a Chevy Volt. (No, I didn't steal that one from Philip K. Dick; the ASICS shoe company did something similar with its Support Your Marathoner program last year.)
Sure, some wet blankets say all that data may be misused for, say, "Minority Report"-style crime prediction software (already being tested) or an excuse to jack up your car insurance premium due to your perfectly legal but rather erratic driving habits.
But come on. It's worth it. Big data is all about getting to know you, what you do, and what you want really, really well -- and serving it to you on a platter at just the right instant. Once we were told the most patriotic thing we could do was go to the mall. Thanks to big data, the mall is coming to us.
This article, "Here comes the big data bubble," originally appeared at InfoWorld.com. Read more of Eric Knorr's Modernizing IT blog, and for the latest business technology news, follow InfoWorld on Twitter.