Data has always been important to business. While it wasn't long ago that businesses kept minimal information on people who bought their products, nowadays companies keep vast amounts of data. In the late 20th century, marketers began to take demographics seriously. It was hard to keep track of so much information without the help of computers.

Only large companies in the '60s and '70s could afford the research necessary to deliver real marketing insight. The marketers of yesteryear relied upon focus groups and expensive experiments to gauge consumer behavior in a controlled environment. Today even the smallest of companies can have access to a rich array of real-world data about their consumers' behavior and their consumers. The amount of data that is stored today dwarfs the data of only a few years ago by several orders of magnitude.

So what kind of information are businesses storing for marketing purposes? Some examples include:

- Demographic information — age, gender, ethnicity, education, occupation and various other individual characteristics.

Companies have been collecting and analyzing data forever, pretty much.” So what’s really new here? What’s driving the data-analytics revolution and what does it mean for those that choose to postpone or ignore the pivotal role big-data is currently having on productivity and competition globally?

General Electric chairman and CEO Jeff Immelt explains it best when stating that “industrial companies are now in the information business—whether they like it or not.”  Likewise, digital data is now everywhere, it’s in every industry, in every economy, in every organization and according to the McKinsey Global Institute (MGI), this topic might once have concerned only a few data geeks, but big data is now relevant for leaders across every sector as well as consumers of products and services.

In light of the new data-driven global landscape and rapid technological advances, the question for senior leaders in companies now is how to integrate new capabilities into their operations and strategies—and position themselves globally where analytics can influence entire industries. An interesting discussion with six of theses senior leaders is covered in MGI’s article, “How companies are using big data and analytics,” providing us with a glimpse into a real-time decision making processes.

Facebook was originally intended as a way for people to stay in touch with friends and family members by sharing pictures and status updates on their timeline. As the website's popularity has grown, so has criticism that it is becoming one giant, online high school.

Online Bullying

There has been a dramatic increase in recent years in the number of online bullying cases due to the introduction of social media. Bullying isn't just limited to younger Facebook users, either. Many adult users have also resorted to bashing others online through nasty status updates and cruel comments.

Prior to social media, bullying in high school involved "kick me" signs and toilet swirling. Facebook and other social media outlets have allowed users to take bullying to a whole other level. Victims can no longer escape bullying by leaving school or work. The torture continues online, at anytime and anyplace.

Status "Likes"

In high school, everyone wants to be part of the popular crowd; people who are outgoing, beautiful, and seem like they have everything.  Posting a status update is similar to wanting to be popular. Once an update is posted, many users wait with bated breath to see how many friends will "like" their status. They believe that the more "likes" they receive, the more popular they are.

If that isn’t enough, there are many Facebook games that involve "liking" someone's status. Games like "Truth Is", where someone likes a status update and in return the poster writes how they really feel about the friend on their Facebook wall. This can get touchy, especially if the two people aren't friends outside of Facebook. It's similar to high school where someone desperately wants another person to like them, but when they find out how that person really feels they are crushed.

Relationships Are Difficult to Keep Private

When someone signs up for Facebook they’re asked to complete their profile, which includes a relationship section. Users can select from different options including "single", "married", "widowed", and "divorced". Whenever someone changes their relationship status, the update shows up on each of their friend's news feeds.

It's easy to see how this feature correlates with high school where everyone talks about who is dating who or which couple broke up. It used to be that after graduation, people were able to keep their relationships more to themselves. Not so anymore in the age of social media. Now everyone has the ability to state their opinion on a friend's relationship status, either by "liking" their status change or by commenting on it.

Facebook has presented many benefits to its users, including the ability to rekindle old high school friendships. What one must understand when they sign up for the service is that they are opening themselves up to the same criticism and drama that takes place in a high school setting.

Proceed with caution!

In programming, memory leaks are a common issue, and it occurs when a computer uses memory but does not give it back to the operating system. Experienced programmers have the ability to diagnose a leak based on the symptoms. Some believe every undesired increase in memory usage is a memory leak, but this is not an accurate representation of a leak. Certain leaks only run for a short time and are virtually undetectable.

Memory Leak Consequences

Applications that suffer severe memory leaks will eventually exceed the memory resulting in a severe slowdown or a termination of the application.

How to Protect Code from Memory Leaks?

Preventing memory leaks in the first place is more convenient than trying to locate the leak later. To do this, you can use defensive programming techniques such as smart pointers for C++.  A smart pointer is safer than a raw pointer because it provides augmented behavior that raw pointers do not have. This includes garbage collection and checking for nulls.

If you are going to use a raw pointer, avoid operations that are dangerous for specific contexts. This means pointer arithmetic and pointer copying. Smart pointers use a reference count for the object being referred to. Once the reference count reaches zero, the excess goes into garbage collection. The most commonly used smart pointer is shared_ptr from the TR1 extensions of the C++ standard library.

Static Analysis

The second approach to memory leaks is referred to as static analysis and attempts to detect errors in your source-code. CodeSonar is one of the effective tools for detection. It provides checkers for the Power of Ten coding rules, and it is especially competent at procedural analysis. However, some might find it lagging for bigger code bases.

How to Handle a Memory Leak

For some memory leaks, the only solution is to read through the code to find and correct the error. Another one of the common approaches to C++ is to use RAII, which an acronym for Resource Acquisition Is Initialization. This approach means associating scoped objects using the acquired resources, which automatically releases the resources when the objects are no longer within scope. RAII has the advantage of knowing when objects exist and when they do not. This gives it a distinct advantage over garbage collection. Regardless, RAII is not always recommended because some situations require ordinary pointers to manage raw memory and increase performance. Use it with caution.

The Most Serious Leaks

Urgency of a leak depends on the situation, and where the leak has occurred in the operating system. Additionally, it becomes more urgent if the leak occurs where the memory is limited such as in embedded systems and portable devices.

To protect code from memory leaks, people have to stay vigilant and avoid codes that could result in a leak. Memory leaks continue until someone turns the system off, which makes the memory available again, but the slow process of a leak can eventually prejudice a machine that normally runs correctly.

Related:

The Five Principles of Performance

In Demand IT Skills