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Data and the way we use it has been evolving since the early days of the digital age. However, for most, that evolution has been slow, painfully slow. A recent article about Coinbase and its attempt to take the use of data to the next level illustrates, in some ways unintentionally, just how far we have to go. First, some background.

Data 1.0 is really just manually gathering data, processing, and figuring out how to react to it. Think of it as customer surveys or going into your production records and manually entering that into spreadsheets so you can see it all and start to get some insight off that. If that sounds cumbersome \\u2013 it is. Unfortunately, that is also where many companies are stuck these days. Perhaps the methods of gathering the data have gotten more sophisticated but it is still collecting a bunch of lagging data trying to plan the future off what was going on in the past.\\xa0

Data 2.0 is more about using data and more advanced technology to automate a few basic functions, freeing people up to do more creative things. The processing of the data is faster but it is still lagging, leaving businesses to make their best guess about what the future will look like. Thanks to the improved processes, the guess is better, often good but it still is falling short of the potential that sound data management offers to any organization.\\xa0

The article in question posits that Coinbase is leading the way to Data 3.0. Coinbase is a company that deals in the buying and selling of cryptocurrency. As such, it deals extensively with financial matters, the various crypto products they offer, and technology in the form not just of the software to allow customers to buy and sell crypto but of the blockchain technology that many cryptocurrencies make use of to ensure their ownership is secure and verified. Dealing with all of the different aspects of their business makes it imperative for Coinbase and any company operating in the digital world to improve their automation and decentralize their data so that everyone in the company can easily access it in order to streamline their operations. That\\u2019s what Data 3.0 is, it\\u2019s getting data out of the siloes we like to put it in and learning how to integrate it with multiple operations which helps keep the whole company on track. It also makes it much more flexible, nimble, better able to deal with the rapidly shifting digital environment.\\xa0

However great Data 3.0 might sound, it is still dealing with the same information that Data 1.0 makes use of. In short, at the end of the day, Data 3.0 is still just a sophisticated 1.0. Yet, this constantly being in a rut despite the rapidly changing and improving technology available is only part of the story. We have to account for human nature as well. The fact is, we like to hear what we like to hear and people will often take the easy way out, manipulating data to get the information they think their bosses are looking for. That means leaders wind up making bad decisions based on worse data. This of course is a temptation at any level of data usage. However, it is even worse in today\\u2019s hypercompetitive environment. The constant pressure actually leads to shortcuts when in truth, having reliable data is more important than ever.

What is the solution? The solution is Data 4.0. With Data 4.0 you go straight to the source. You get your information not from algorithms, not by extrapolating from data skimmed off electronic interactions, but from actual people. This data is as close to real-time as possible and is so specific that it becomes harder to manipulate. And who would want to? The whole point of going to the individual is to avoid all the middlemen and the filters that can skew data in the first place. That is exactly what TARTLE hopes to do, create a Data 4.0 environment that will provide quality reliable data to help people make good decisions of genuine benefit to all.\\xa0

What\\u2019s your data worth? www.tartle.co

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Tcast is brought to you by TARTLE. A global personal data marketplace that allows users to sell their personal information anonymously when they want to, while allowing buyers to access clean ready to analyze data sets on digital identities from all across the globe.

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The show is hosted by Co-Founder and Source Data Pioneer Alexander McCaig and Head of Conscious Marketing Jason Rigby.

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What\'s your data worth?

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Find out at: https://tartle.co/

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