take navigation company inrix. they help you get from a to b with turn-by-turn navigation, and even with traffic built into it. but, at the same time, inrix also can mine that data to help urban planners, to help out railways and airports to build better infrastructures to route people around trouble spots and so forth. and in that sense there is data that does double duty, and that is a huge boon of efficiency and productivity in our economy. > it is a brave new world. viktor mayer-schonberger . the book is called "big data." thank you so much. > > you are most welcome. still ahead, yahoo and best buy are shaking things up in the officeplace by banning employees from working from home. what that means for the stocks next in traders unplugged. in today's traders unplugged, from the floor of cme group, the gloves are off for our pro traders, alan knuckman and andrew keene. ready to go guys? let's take a shot at round number one: marissa mayer of yahoo is banning employees from working at home. it didn't go over very

now, inrix's business model is simply to predict how long it's going to take for you to go from one place to another. it's a traffic prediction service. here what they're doing is they're reusing the data and turning it into a new form of economic value, because there's a correlation between the road traffic in a city and its economic health. but there's more. one investment fund uses the data from the weekend traffic around a large national retailer because it correlates very strongly with its sales. you can see where this is headed. so it can measure the road traffic in the proximity of those stores, and then it can trade that company's shares prior to its quarterly earnings announcement because it as a lens into whether the sails are going to increase or -- the sales are going to increase or decrease. >> so that's data's hidden value. and through hidden value of data, big data offers us extraordinary benefits. unfortunately, it also has a dark side. as we have just heard, so much of data's value remains hidden, ready to be unearthed by secondary uses. this puts big data on direct colli