Big data is the hot buzzword across industries and data is playing an increasingly important role in how businesses compete on the markets. In the digital economy, big data represents a core economic asset that can create significant competitive advantage for companies. Although the collection...

Tracking online user behavior is essential for targeted advertising and is at the heart of the business model of major online platforms. We analyze tracker-specific web browsing data to show how the prediction quality of consumer profiles varies with data size and scope. We find decreasing...

Tracking online user behavior is essential for targeted advertising and is at the heart of the business model of major online platforms. We analyze tracker-specific web browsing data to show how the prediction quality of consumer profiles varies with data size and scope. We find decreasing...