Like Hansel and Gretel’s breadcrumbs into the forest, we leave a trail of data-crumbs wherever we go: social networks, mobile phones, hospital visits, credit cards and loyalty cards. Our every move is being watched! The data-crumbs are seeds of information but what results from them… is it a jungle with dangers lurking or a productive farmyard? And if our data is being farmed, where does all the produce go?