Your digital shadow.. the information you do not wish to share but that follows you through your online journey

A few years ago, we introduced the concept of the digital shadow (see Figure 6). This shadow is
growing faster every year, and most of the time without our knowing it. Our digital shadow is made up
of information we may deem public but also data that we would prefer to remain private. Yet, it is
within this growing mist of data where big data opportunities lie — to help drive more personalised services, manage connectivity more efficiently, or create new business based on valuable, yet to be discovered intersections of data among groups or masses of people.