Your morning alarm goes off. You stretch a little, have a glass of water and reach out to your phone. Some time ago you bought an app, SleepScore, which tracks your sleep activity. Looks good, you had a peaceful night. You also check your Instagram and Facebook to check what you have missed while asleep. You like a few healthy recipe pages. You come across an advertisement about a yoga app. Perfect! You’re all about health and fitness. Maybe you’ll subscribe for a trial. Now, time to get ready for a working day.

You manage a commercial team at an analytics company for ecommerce businesses and have sales targets to hit, so before your online meeting with the team you check the performance stats. You need to figure out where productivity gains could be made. Later in the day, you speak to the Head of Product. You have been collecting data about deals that were lost due to product (lack of) features, and the business needs to deliberate on how to improve the product so more deals can be closed.

After a long working day, you pop down to the grocery shop to get something for dinner. At the checkout it asks you if you have a loyalty card. Yes indeed. Register the goods you bought; you might get a discount. Once dinner is out of the way, it's time to unwind. You decide to watch a movie on Netflix. Immediately it recommends some movies and series you might like. Great! It was going to be too much effort to look for something to watch. Finally, to bed, but you sometimes have trouble sleeping, so you got a sleep and meditation app called Calm to ease you into it. You’re in bed and ready. Press play.

We are living in a digital world which has fuelled a data economy.