1.5.1 Big Data in Medicine: Saving Lives with Data

Healthcare is moving from a "one-size-fits-all" approach to Precision Medicine.

1. Genomic Analytics

Mapping the human genome generates massive amounts of data. Big Data allows doctors to:

• Identify genetic markers for diseases like cancer.
• Predict which drug will be most effective for a specific individual based on their DNA.

2. Real-Time Patient Monitoring

Wearable devices (like Apple Watch or Fitbit) collect constant streams of data.

• Early Warning: Detecting an irregular heartbeat (AFib) before it leads to a stroke.
• Chronic Disease Management: Monitoring glucose levels in diabetics in real-time.

3. Evidence-Based Medicine & Drug Discovery

Analyzing millions of patient records across the globe to see which treatments actually work in the real world.

• In-Silico Drug Discovery: Using Big Data simulations to predict how a new chemical compound will interact with human proteins. This can reduce the time to bring a new drug to market from 10 years to 2 years.
• Epidemic Tracking: Using Google search trends and social media pings to detect the start of a flu outbreak before hospitals even see the first patient.

1.5.2 Advertising: The Science of Attention

Advertising is no longer about "shouting" the loudest; it's about being the most relevant.

1. Real-Time Bidding (RTB)

RTB is a method of buying and selling ads through an instantaneous per-impression auction.

• The Process: When you click a link, your data (interests, location, history) is sent to an ad exchange. Advertisers bid for that impression. The winner's ad is shown. All this happens in less than 100 milliseconds.

2. Cross-Device Attribution

Big Data helps advertisers understand that you saw an ad on your Phone while on the bus, but eventually bought the product on your Laptop at home. This prevents "double-counting" of ads and optimizes spending.

3. Hyper-Local Advertising

Using GPS data to send a "discount coupon" to a user's phone exactly when they are walking past a specific store.