This site uses cookies to provide you with a more responsive and personalized service. By using this site you agree to our use of cookies. Please read our cookie notice for more information on the cookies we use and how to delete or block them.

Bookmark Email Print this page

The Trail of Digital Exhaust

Short Takes...on Analytics

Posted by JR Reagan, Principal, Deloitte & Touche LLP

Do you ever wonder about the trail of digital information you are leaving behind every time you go online – your “digital exhaust”? This social data is powerful, not only from an individual perspective but from a big business one. More and more, I find myself in conversations with clients around the importance, power and challenges of this digital exhaust. We know that data from media and advertising can tell us how long people view content, how often they visit and what they seek. But, add that layer of social data and all of a sudden, we know who is in a person’s network, what they and their friends like and even stock market movements. That can be powerful, even on the smallest scale, for companies trying to be more efficient, effective and revenue-producing.

This so-called “big data” information tsunami allows companies to predict the likelihood, adjust supply chains and shape consumer behavior. Emails, voicemails, pictures, video files and more – there is data in there. The statistics say it all. Digital information is doubling virtually every 1.2 years and will likely exceed 1,000 exabytes (1 exabyte = 1,000 petabytes)* next year alone. So, what to do about it? Where do you start? Do you need someone to lead the charge? How can you capture that digital exhaust?

*Reference: MIT Center for Digital Research

About Deloitte

As used in this document, "Deloitte" means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Copyright © 2012 Deloitte Development LLC. All rights reserved.
Member of Deloitte Touche Tohmatsu Limited

This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.

Related links

Share this page

Email this Send to LinkedIn Send to Facebook Tweet this More sharing options

Stay connected