In a piece arguing that the start of the ‘current era’ began with the dual inventions of the iPhone and Facebook, Matt Locke succinctly summarises up how the challenges facing those of us who work with data have changed.

The problem of measuring the audience has been inverted - instead of having to use complex maths to extrapolate tiny data sets to represent huge audiences, we now use complex maths to reduce huge data sets until they represent tiny audiences.