WOL_DataTechnology_Coursebook

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Data
 TechnologyDataTechnology
ChaptersChapters
Arquivo Interativo. 
Interações no menu ao 
lado, topo e base das 
páginas, e nas indicações 
do Grammar Guide no 
f inal de cada lesson.
What is big data? p. 031
3 The Role of Social Media p. 45
2 Innovations p. 23
4 Social Media Impacts p. 64
5 Artificial Intelligence p. 79
6 AI Trends p. 100
7 Jobs and Technology p. 118
8 Grammar Guide p. 137
What is
Big Data
What is
big data?
1
Chapter 1 Vocabulary Grammar Grammar ActivitiesVocabulary Activities
[At a coworking space] 
[Casey] 
Entering the job market and getting ahead demands lots of preparation, 
a keen eye for opportunities, and, most of all, the necessary courage to 
take them.
A lot has changed throughout the years. Some professions that used to 
exist are no longer a thing, and you can’t deny technology has played 
a huge part in these changes—especially the use of big data to define 
market trends and consumer behavior. 
In this series, we’ll go over the concept of big data as well as its impacts 
on innovation technology and the way that people do business and 
make money nowadays. We’ll also talk about how big data relates to 
artif icial intelligence and the consequences that may emerge from this 
kind of technology.
To do so, we’re going to count on some meaningful insights from our 
guests. Two of them will take part in this series since the f irst episode. 
Let me introduce them to you:
WHAT IS BIG DATA?
We are going to start exploring the world of data technology. Data technology, 
also called datatech or DT, is the technology connected to areas such as market 
or advertising technologies. The data technology sector includes solutions for 
data management, and products or services that are based on data generated 
by both humans and machines. Data technology is an emerging industry that 
uses artif icial intelligence, big data analysis, and machine-learning algorithms to 
improve business activities in many sectors, such as digital marketing, or business 
analysis.
In this chapter, you will learn how to introduce and describe people, things, and 
projects. You will also see some important vocabulary and grammar topics in 
order to make that happen. 
Now look at the script of What is big data?
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Part 1.
Chapter 1 Vocabulary Vocabulary Activities Grammar Grammar Activities
This is Keshav Malani, co-founder of Powr of You, an analytics platform 
that allows people to understand their online footprints and make 
money from their data.
Meet Richard Weyhrauch, founder of IBUKI, a company designed to be 
the leading source of linguistic data and software products that index, 
process, organize, and search unstructured data. 
So, let’s get started, shall we? 
When I say “big data,” what comes to your mind? 
[Keshav Malani] 
From my perspective, big data is extremely large amounts of data that 
can be used to uncover patterns about behavior, about business trends, 
trends in general about population. That’s where big data has been, and 
that’s where it is right now. 
Right now, we are actually generating a ton more data through things 
that we never did before. So, before, it was a lot of business transactions – 
when you are filing your taxes, etc. – that was creating a lot of data set.
Now, as people, we are creating data on an ongoing basis. Throughout 
our phones, our social media… Every single second that you are doing 
something, that you’re moving, that you’re getting in your car, it’s 
generating data.
[Casey] 
Allow me to exemplify what Malani is saying—when you f ill out your 
income tax return, for instance, you need to provide some information 
about you: your full name, address, occupation, age, social security 
number, and the amount of money you make… All of that is data on you 
that you’re giving away just by doing something as trivial as paying your 
taxes.
And that’s just one example. The widespread use of the internet and 
social media has also taken a considerable part in this process.
So, when we say “big data,” are we really talking about something 
completely new? 
[Richard Weyhrauch]
So, in some ways, big data is a kind of an illusion, because there was 
always big data. Namely, everything you had… Just now you can have 
more. 
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Chapter 1 Vocabulary Vocabulary Activities Grammar Grammar Activities
O QUE SÃO MEGADADOS?
[Em um espaço de coworking] 
[Casey] 
Ingressar e avançar no mercado de trabalho requer muito preparo, um 
olhar aguçado para oportunidades, e, mais do que tudo, a coragem 
necessária para aproveitá-las. 
Muito mudou ao longo dos anos. Algumas profissões que antes existiam 
já não existem mais, e não se pode negar que a tecnologia teve um 
papel enorme nessas mudanças – especialmente o uso de megadados 
para definir tendências de mercado e comportamento do consumidor. 
Nesta série, vamos ver o conceito de megadados, assim como seu 
impacto na tecnologia da inovação e na maneira como as pessoas 
fazem negócios e dinheiro hoje em dia. Nós também vamos falar sobre 
como os megadados estão ligados à inteligência artif icial e sobre as 
consequências que podem decorrer desse tipo de tecnologia.
[Casey]
You see? Big data has actually always been around, but we just haven’t 
taken a moment to acknowledge its existence. There wasn’t enough 
technology to deal with the amount of data that we generate on a daily 
basis. 
But there is now. And that means companies can use this data to better 
understand our behavior as consumers. 
So, what they do is, f irst, collect the data. Then, they store it and clean it 
up—by that, I mean they remove all the information that has nothing to 
do with their line of business or their objectives.
The next step is to verify the data that is left and analyze it to see if it’s 
valuable to their business. And let me tell you, it almost certainly is. 
In short, big data is all the information that we give away since we 
are born! We could also say that big data itself is not something new, 
but the way it has been used is. Companies have been exploring 
the potential of big data to help them better understand their line of 
business…and attract consumers.
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Chapter 1 Vocabulary Vocabulary Activities Grammar Grammar Activities
Para isso, vamos contar com alguns insights signif icativos de nossos 
convidados. Dois deles vão participar dessa série desde o primeiro 
episódio; permita-me apresentá-los:
Este é Keshav Malani, cofundador da Powr of You, uma plataforma 
analítica que ajuda as pessoas a entenderem sua pegada virtual e lucrar 
com os dados gerados.
Conheça Richard Weyhrauch, fundador da IBUKI, uma empresa feita 
para ser a maior fonte de dados linguísticos e produtos de software que 
indexam, processam, organizam e buscam dados desestruturados. 
Vamos começar? 
Quando eu digo “megadados”, no que você pensa? 
[Keshav Malani] 
Da minha perspectiva, megadados são quantidades extremamente 
grandes de dados que podem ser usados para descobrir padrões 
de comportamento, tendências de negócios, e tendências gerais da 
população. É aí que os megadados estiveram, e é aí que eles estão 
agora. 
Atualmente, estamos gerando muito mais dados por meio de coisas 
que nunca f izemos antes. Antes eram as transações negócios – quando 
você está preenchendo os formulários dos seus impostos, etc. – isso 
estava criando muitos conjuntos de dados. 
Agora, como pessoas, estamos gerando dados de forma constante, por 
meio dos nossos telefones, das redes sociais… Cada segundo que você 
faz alguma coisa, que você se move, que você entra no seu carro, isso 
gera dados.
[Casey] 
Me permita dar um exemplo de o que o Malani está falando – quando 
você faz sua declaração de imposto de renda, você precisa fornecer 
alguns dados a seu respeito: seu nome completo, endereço, ocupação, 
idade, CPF, renda… Tudo isso são dados que você está fornecendo 
fazendo algo tão banal quanto pagar seus impostos.
Esse é apenas um exemplo.O uso generalizado da internet e das redes 
sociais também tem um papel considerável nesse processo.
Então, quando falamos de “megadados”, estamos realmente falando de 
algo completamente novo? 
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Chapter 1 Vocabulary Vocabulary Activities Grammar Grammar Activities
[Richard Weyhrauch]
Em alguns aspectos, megadados são um tipo de ilusão, porque eles 
sempre existiram. Ou seja, tudo o que você tinha… Só que agora você 
pode ter ainda mais. 
[Casey]
Entendeu? Os megadados sempre existiram, mas nós não tínhamos 
parado para reconhecer a sua existência. Não existia tecnologia 
suficiente para lidar com a quantidade de dados que geramos 
cotidianamente. 
Mas hoje existe. Isso signif ica que empresas podem usar esses dados 
para entender melhor nosso comportamento como consumidores. 
Então, o que elas fazem é: primeiro, elas coletam os dados. Depois, 
armazenam e “limpam” – o que quero dizer com isso é que toda a 
informação que não tem a ver com os objetivos ou linha de negócios 
delas é removida.
O próximo passo é verif icar todos os dados que restaram e analisá-los 
para ver se eles são relevantes para os negócios dessas empresas. E 
deixa eu te falar, quase sempre são. 
Para resumir, megadados são todas as informações que fornecemos 
desde que nascemos! Poderíamos também dizer que os megadados 
não são algo novo em si, mas a maneira como eles são usados é. As 
empresas têm explorado o potencial dos megadados para ajudá-las a 
entender sua linha de negócios... e atrair clientes.
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Video Script VocabularyChapter 1 Vocabulary Activities Grammar Grammar Activities
After reading the script about data technology, you got an idea of the amount of information 
generated daily. So, it is quite clear how the evolution of technology has made this kind of 
information valuable to the business world.
In order to better understand this world, f irst we need to know some frequently used words 
and expressions that are common to this kind of environment.
Let’s start with the ones that collocate with the verb to make: 
TO MAKE
to make a profit
ter / obter lucro, lucrar
to make money
fazer / ganhar dinheiro
to make a deal
fazer um acordo
There are other frequently used expressions related to the business world, but 
this time with the verb to do. Have a look:
TO DO
to do business
fazer um negócio / negociar
to do a job
fazer um trabalho
Depending on the context, to make and to do can both mean to perform 
an action. However, in these expressions, to make and to do are not 
interchangeable, and they will be followed by specific complements. There is 
no rule to justify that; it is just as it is. 
There are more expressions that require specific verbs to make sense. Some 
others can even have different meanings depending on the verb that is being 
used.
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Part 2.
Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
That’s the case of the following examples with the verbs to have and to take. 
They are also pretty common in the corporate world:
TO TAKE
TO HAVE
to have a business
ter um negócio / uma empresa
to have an opportunity
ter uma oportunidade
to have a meeting
ter uma reunião
to take an opportunity
aceitar / aproveitar uma oportunidade
to take part in a meeting
participar de uma reunião
Speaking of differences, take a look at these words:
REUNION ≠ MEETING
reunion
reencontro
meeting
reunião
Note that a meeting is an occasion when people gather to discuss things and 
make decisions, which is something recurrent in the business world. Whereas 
the noun reunion relates to the verb reunite, which means bringing people back 
together after a long time, usually friends and family. Be careful not to mix them up.
Another quite common verb in the English language, not only in the business world, 
is the verb to be. 
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Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
You can also use the verb to be to introduce other people and talk about their 
profession. Take a look:
This is Keshav Malani.
Este é Keshav Malani.
Mr. Malani is the co-founder of Powr of You. 
O senhor Malani é cofundador da empresa Powr of You.
It can be used to talk about yourself and your profession. For example:
My name is John Doe.
Meu nome é John Doe.
I am a lawyer.
Eu sou (um) advogado.
This is a neutral way of introducing people, and it can be used both in a 
corporate context and in a familiar one. Notice that we use Mr. followed by the 
last name of a man as a sign of respect.
If you are speaking before an audience or if it is a more formal occasion, you 
may introduce other people by saying:
Meet Richard Weyhrauch.
Conheça Richard Weyhrauch.
There is a difference in structure when you introduce one person and when you 
introduce more people at a time. Contrast:
This is Angela Green. Ms. Green is the sales manager. 
Esta é Angela Green. A senhora Green é a gerente de vendas. 
These are George Bennet and Samuel Brown. They are lawyers. 
Estes são George Bennet e Samuel Brown. Eles são advogados.
Note that you will use this is when introducing one person, because it is a 
singular construction. And you will use these are when you introduce more 
than one person, because it is a plural construction. Also, notice that we use Ms. 
followed by the last name of a woman to show respect.
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Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
When introducing people in the work environment, it is common to mention their profession. Here is a list of 
some traditional ones:
PROFESSIONS / OCCUPATIONS
doctor
médico
engineer
engenheiro
teacher
professor
dentist
dentista
But there are also the ones that emerged thanks to the development of all kinds of technology, 
such as:
TECHNOLOGY-RELATED PROFESSIONS
data detective 
profissionais especializados em fazer 
triagem de megadados
user-experience designer
profissionais especializados em entender 
e melhorar a experiência do usuário com 
tecnologias ou serviços
app developer
desenvolvedor de aplicativos
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Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Age
Anna is 25 years old. / Anna is 25. 
Anna tem 25 anos de idade.
Our address is yet another piece of personal information that we can share. Take a look:
Anna lives on Maple Street, in Los Angeles. 
Anna mora na Maple Street, em Los Angeles.
Name, occupation, age, and origin are personal information we can share. Look:
Origin
Anna is from São Paulo. 
Anna é de São Paulo.
ADDRESS
Notice that in the example we used the verb to live, not the verb to be. But we could also say:
Anna’s house is on Mapple Street, in Los Angeles. 
A casa de Anna é/f ica na Maple Street, em Los Angeles.
ADDRESS
competent
competente
ADJECTIVES
When introducing someone, or talking about them, it is pretty common to 
mention their characteristics. And to do so, you will need adjectives, such as:
responsible
responsável
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Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Here are some examples of how to use these adjectives in complete sentences:
George is a competent professional. 
George é um profissional competente.
He is extremely important to our company.
Ele é extremamente importante para a nossa empresa.
determined
determinado
talented
talentoso
great
ótimo
Samuel is very talented. 
Samuel é muito talentoso.
He takes a considerable part in the decision-making process. 
Ele tem papel considerável no processo de tomada de decisão.
Angela is a great manager. 
Angela é uma gerente ótima.
She leads a big team in a responsible way. 
Ela comanda uma equipe grande com muita responsabilidade.
Sometimes, adjectives can have different meanings according to the context. 
It is the case of the adjective great. For example: 
Angela is a great manager. 
Angela is an excellentmanager. 
Angela é uma gerente ótima.
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Chapter 1 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
In this chapter, you saw frequently used verbs in the business 
environment, and learned how to talk about yourself, to introduce 
people, and to make basic descriptions.
Here, great means the same as excellent. Now, contrast:
The product is a great success. 
The product is a huge / a big success. 
O produto é um grande sucesso.
In this case, great is the same as huge or big. Bear in mind that 
context makes all the difference when you are trying to make 
sense of a word.
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Vocabulary ActivitiesChapter 1 Vocabulary Grammar Grammar ActivitiesVideo Script
A
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A. Number the columns according to the translation of the words.
B. Fill in the blanks with the appropriate words according to the translation.
( 1 ) fazer um negócio / 
 negociar
( 2 ) fazer um trabalho
( 3 ) ter uma 
 oportunidade
( 4 ) fazer um acordo
( 5 ) fazer / ganhar 
 dinheiro
( 6 ) reencontro
( 7 ) 
( 8 ) ter um negócio / 
 uma empresa
( 9 ) participar de 
 uma reunião
( 10 ) reunião 
( 11 ) aceitar / 
 aproveitar uma 
 oportunidade
( 12 ) ter uma reunião
( ) to make a profit
( ) to have a meeting
( ) to make a deal
( ) to do business 
( ) to take an 
 opportunity
( ) to do a job
( ) to take part in a 
 meeting
( ) to have an 
 opportunity
( ) to make money
( ) to have a business 
( ) reunion
( ) meeting
a) The product is a success.
 O produto é um grande sucesso.
b) Angela is a manager. 
 Angela é uma gerente ótima.
 
c) Samuel is very .
 Samuel é muito talentoso.
d) She leads a in a responsible way. 
 Ela comanda uma equipe grande com muita responsabilidade.
e) George is a .
 George é um profissional competente. 
f) He takes a in the decision-making process. 
 Ele tem papel considerável no processo de tomada de decisão.
ter / obter lucro, lucrar
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Part 3.
Activities
Vocabulary Activities GrammarChapter 1 Vocabulary Grammar ActivitiesVideo Script
In this chapter, you will learn some important grammar topics to help you 
understand and communicate better in English. We will start with one of the 
most essential topics in the English language: the verb to be. 
The verb to be can be used in different contexts. A sentence in the simple 
present will follow this structure:
The verb to be is the most irregular verb in the English language, and it is important to learn its 
conjugations. They will change according to the subject of the sentence. 
There are three possible conjugations for the verb to be in the simple present: am, are, and is. 
Take a look:
SIMPLE PRESENT – VERB TO BE
I am a teacher.
Eu sou professor(a).
You are a student.
Você é um(a) aluno(a). 
He is a doctor.
Ele é médico.
She is an engineer. 
Ela é engenheira. 
It is a huge company. 
É uma empresa enorme. 
We are at a nice house. 
Nós estamos em uma casa legal. 
You are students.
Você são alunos(as). 
They are from California. 
Eles(as) são da Califórnia.
Subject + Verb To Be + Complement
Sujeito + Verbo To Be + Complemento
VERB TO BE 
Sentence Structure
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Part 4.
Chapter 1 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
The verb to be is one of the most used verbs in the English language, and it is 
going to be used in a variety of situations. Take a look:
USES OF THE VERB TO BE
Occupation
Anna is an app developer.
Anna é desenvolvedora de aplicativos.
Origin
Anna is from São Paulo.
Anna é de São Paulo.
Age
Anna is 25 years old.
Anna tem 25 anos de idade.
The verb to be can be used with demonstrative pronouns to make introductions. 
For example:
This is Angela Green. 
Esta é Angela Green. 
These are George Bennet and Samuel Brown. 
Estes são George Bennet e Samuel Brown. 
DEMONSTRATIVE PRONOUNS & VERB TO BE
Note that the demonstrative pronoun this refers to a singular noun. The 
corresponding conjugation of the verb to be will be is. On the other hand, the 
demonstrative pronoun these is used with plural nouns, and its corresponding 
conjugation of the verb to be is are. 
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Chapter 1 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
George and Samuel are lawyers. 
George e Samuel são advogados.
George is a competent professional. 
George é um profissional competente.
Nouns are words that give names to things, people, places, and animals. They 
can have a singular form and a plural form. Observe the nouns underlined in the 
following sentences: 
Note that, in English, the adjective comes before the noun it is describing.
Adjectives do not vary according to the word they are describing. That is: 
they do not have plural forms and they do not change according to gender; in 
other words, they stay the same whether they’re describing a feminine or a 
masculine noun. Check it out:
NOUNS
George is a competent professional. 
George é um professional competente.
Angela is a great manager.
Angela é uma gerente ótima.
An adjective is a word that modifies or describes a noun. They qualify things, 
people, places, and animals. Let’s see how we place nouns and adjectives in a 
sentence:
ADJECTIVES
Samuel is very talented. 
 noun adjective
Samuel é muito talentoso.
ADJECTIVES & NOUNS
Angela is very talented. 
 noun adjective
Angela é muito talentosa.
They are very talented.
 noun adjective
Eles são muito talentosos.
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Chapter 1 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
You have seen a number of contexts in which we can use the verb to be. 
But this is not the only verb there is. To form sentences with other verbs, you will use the same 
general structure you will use with the verb to be, and that is subject + verb + complement.
Conjugating other verbs in the simple present is simpler than doing it with the verb to be. In the 
aff irmative form, the verb remains in the base form – which is the infinitive form without the 
particle to. The only difference happens in the third person singular, in which you will add -S to 
the end of the verb. 
Observe the next examples to understand it better:
I have an important meeting in an hour.
Eu tenho uma reunião importante em uma hora.
They make big money selling microchips. 
Eles ganham muito dinheiro vendendo microchips. 
We do a good job together. 
Nós fazemos um bom trabalho juntos.
He takes a considerable part in the decision-making process. 
Ele tem papel considerável no processo de tomada de decisão. 
She leads a big team in a responsible way. 
Ela comanda uma equipe grande com muita responsabilidade.
In this chapter, you learned how to use the verb to be and the other verbs in 
the affirmative form of the simple present. You also learned about adjectives 
and nouns. If you want to learn more about these topics, you can refer to the 
Grammar Guide section at the end of your book.
GRAMMAR GUIDE 
AdjectivesPage 138
Nouns Page 160
Simple Present – Other Verbs Page 205
Simple Present – Verb To Be Page 211
SIMPLE PRESENT - OTHER VERBS
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Grammar ActivitiesChapter 1 Vocabulary GrammarVocabulary ActivitiesVideo Script
Part 5.
Activities
a) I a teacher.
b) You a student.
c) He a doctor.
d) She an engineer. 
e) It a huge company. 
f) We at a nice house. 
g) You students.
h) They from California. 
A. Complete the table with the correct form of the verb to be.
B. Fill in the blanks with the missing adjectives and nouns according to the translation.
a) I have an in an hour.
 Eu tenho uma reunião importante em uma hora.
b) She leads a in a responsible way. 
 Ela comanda uma equipe grande com muita responsabilidade.
c) They make selling microchips. 
 Eles ganham muito dinheiro vendendo microchips. 
d) He takes a part in the decision-making process. 
 Ele tem papel considerável no processo de tomada de decisão.
e) We do a together. 
 Nós fazemos um bom trabalho juntos.
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Chapter 1 Vocabulary GrammarVocabulary ActivitiesVideo Script Grammar Activities
f) Angela is a .
 Angela é uma gerente ótima.
a. important meeting
b. big / huge team
c. big money 
d. considerable 
e. good job
f. great manager
a. am 
b. are 
c. is 
d. is
e. is
f. are
g. are
h. are
Activity A – Answers Activity B – Answers
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InnovationsInnovations
2
Chapter 2 Vocabulary Grammar Grammar ActivitiesVocabulary Activities
[Casey] 
[On the phone, at a coworking space] 
Yeah, it sounds great. Yeah, that’s perfect! I was just thinking that same 
thing. Yeah…oh, hey, I gotta go. Okay, bye.
[Casey hangs up the phone and changes place]
In the previous episode, we saw a general concept of big data and its 
potential value to businesses. Now, it’s time to take a step further and 
go through some of its practical applications. 
Our guest Mark Zawacki will help us get started. 
One important big data application is to make some innovations 
possible, such as Uber, Airbnb, and even Google. 
[Mark Zawacki] 
All of those have huge, huge big data engines in them in terms of how 
they’re used. 
You know, if you think about the complexity of routing multiple riders 
together in an eff icient way, in getting them all to their destinations… 
that’s a pretty complex, a reasonably complex mathematical problem 
that is solved with big data.
[Casey]
As passengers keep using the app, it’s possible, for example, to pick up 
the most common destinations and cross them with the times at which 
people generally use the service. That information will define prices and 
how many cars they need to make available at certain places to cover 
the users’ needs. 
INNOVATIONS
In this chapter, you are going to see the difference between verbs, nouns, and 
adjectives. You will learn how to describe people and see more about the simple 
present of all verbs. 
Now look at the script of Innovations.
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Part 1.
Chapter 2 Vocabulary Vocabulary Activities Grammar Grammar Activities
That takes us to another benefit companies can get from big data. They 
can use it to improve user experience—which is important because the 
more satisf ied users feel with a specif ic device or technology, the more 
they will tend to use it, and eventually even depend on it. 
But there’s another big data application that is much more aggressive 
when it comes to making profits. 
[Keshav Malani]
You’re trying to understand, from people’s behavior, do they have a 
propensity to buy a certain product? Okay, so, before, what you would 
do is: you would look at a table, “Okay, are my sales going up or down?” 
On big data, you’re not just doing this on a couple of stores, you can 
expand this out to the entire nation, and then you can expand this out 
globally. 
I need to predict what’s going to happen in order to make sure that my 
prices, when I go to market, are pretty stable. Because consumers are 
not going to handle f ive dollars, then ten dollars, then two dollars. That’s 
not going to happen. So, you need a lot of the predictability that comes 
along with big data and analytical abilities behind that to be able to 
really kind of drive your business decisions.
[Casey] 
That is, companies can use all that information to analyze which cities 
or even countries are more inclined to buy their products. They can even 
compare costs and probability of profit to decide if it’s worth expanding 
their market into this or that place. Advertising strategies can be defined 
based on big data analysis. Richard Weyhrauch gives us an example to 
illustrate that. 
[Richard Weyhrauch]
There are people who price things higher because of the fact that they 
know that certain persons are likely to buy that thing, so they price that 
higher, not lower. 
In other words, by knowing that this person buys this kind of shampoo, 
then your website, when you look at it to buy it, well, that has a higher 
price than someone who doesn’t buy it, and you are trying to attract 
them to buy it. So, there are companies that do that very aggressively.
[Casey] 
As you can see, big data analysis has a significant impact on companies’ 
decision-making processes. The fact that now it’s possible to handle this 
information in an intelligible way changes business transactions for good. 
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Chapter 2 Vocabulary Vocabulary Activities Grammar Grammar Activities
INOVAÇÕES
[Casey] 
[No telefone, em um espaço de coworking] 
Ah, isso soa ótimo! Sim, está perfeito! Eu estava pensando na mesma 
coisa. É... oh, escuta. Eu tenho que ir. Ok, tchau! 
[Casey desliga o telefone e muda de lugar]
No episódio anterior, vimos o conceito de megadados e seu potencial 
valor para os negócios. Agora é o momento de dar um passo além e ver 
suas aplicações práticas. 
Nosso convidado, Mark Zawacki, vai nos ajudar a começar.
Uma importante aplicação dos megadados é tornar algumas inovações 
– como o Uber, o Airbnb e até o Google – possíveis. 
[Mark Zawacki] 
Todos eles têm imensos, imensos mecanismos de megadados, em 
termos de como eles são utilizados. 
Se você pensar sobre a complexidade de agrupar múltiplos 
passageiros de maneira eficiente, fazendo com que todos cheguem 
aos seus destinos… É bastante complexo, é um problema matemático 
razoavelmente complexo, que é resolvido com megadados.
[Casey]
Portanto, na medida em que os passageiros continuam usando o 
aplicativo, é possível, por exemplo, coletar os destinos mais comuns 
e ligá-los aos horários em que as pessoas mais usam o serviço. 
Essa informação vai definir os preços e quantos carros precisam ser 
disponibilizados em certas regiões para atender às necessidades dos 
usuários. 
Isso nos leva a outro benefício que as empresas podem obter dos 
megadados: melhorar a experiência do usuário – o que é importante, 
porque quanto mais satisfeitos os usuários se sentem com um certo 
dispositivo ou uma tecnologia específ ica, mais eles tendem a usá-la e, 
possivelmente, até a depender dela. 
Mas existe outra aplicação dos megadados que é muito mais agressiva 
quando se trata de obter lucro. 
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Chapter 2 Vocabulary Vocabulary Activities Grammar Grammar Activities
[Keshav Malani]
Você está tentando entender, de acordo com o comportamento das 
pessoas: elas têm propensão a comprar um certo produto? OK, isso é o 
que você faria antes: você olharia para uma tabela: “OK, minhas vendas 
estão aumentando ou diminuindo”. Com os megadados, você não faz 
isso apenas em algumas lojas, você pode expandir isso para o país 
inteiro, e, depois, pode expandir isso globalmente. 
Eu preciso prever o que vai acontecer para garantir que, quando eu 
entrar no mercado, meus preços sejam bastante estáveis. Porque os 
consumidores não vão lidar com cinco dólares, depois dez dólares, 
depois dois dólares. Isso não vai acontecer. Por isso, você precisa 
da considerável previsibilidade decorrentedos megadados e das 
habilidades analíticas por trás disso, para realmente orientar suas 
decisões de negócios.
[Casey] 
Ou seja: as empresas podem usar toda essa informação para analisar 
quais cidades ou até quais países estão mais propensos a comprar os 
seus produtos. Elas podem até comparar custos e probabilidade de 
lucro para decidir se vale a pena expandir o mercado delas para esse ou 
aquele lugar. Estratégias de publicidade podem ser definidas com base 
na análise de megadados. O Richard Weyhrauch nos dá um exemplo 
para ilustrar isso. 
[Richard Weyhrauch]
Há pessoas que cobram mais caro por algo por saberem que algumas 
pessoas tendem a comprar essa coisa; portanto, elas cobram preços 
mais altos, não mais baixos.
Em outras palavras, sabendo que essa pessoa compra esse tipo de 
xampu, então, no seu site, quando você entra lá para comprar o xampu, 
bem, ele está com o preço mais alto do que o site de uma pessoa que 
não compra o xampu, e você está tentando atraí-la para comprá-lo. 
Existem empresas que fazem isso agressivamente. 
[Casey] 
Como você pode ver, a análise de megadados tem um impacto 
signif icativo nos processos de tomada de decisão das empresas. O 
fato de que agora é possível lidar com essa informação de uma forma 
inteligível muda as transações de negócios para sempre.
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Video Script VocabularyChapter 2 Vocabulary Activities Grammar Grammar Activities
You have already learned a little bit about big data’s importance and its applicability in the current 
market. You have also seen how big data inf luences costs, price, and value. Let’s have a look at 
these concepts:
So, this is how it works:
Data analysis helps to define prices. 
A análise de dados ajuda a definir preços. 
Companies can compare costs and the probability of profit. 
As empresas podem comparar custos e a probabilidade de lucro. 
Big data has a potential value to business. 
Megadados têm um valor potencial para os negócios.
Cost
The amount of money a company spends to produce a certain product or offer a service.
Price
The amount of money consumers pay for a product or service. From the company’s 
perspective, the price includes the costs and the profit markup.
Value
The level of satisfaction a customer has toward a product or service. This concept can’t be 
quantif ied in a general way because it tends to vary from one customer to the other. 
These concepts of price, costs, and value make a reference to the business 
world. In other contexts, these words can be either interchangeable or even carry 
completely different meanings. 
So, it is important not only to understand the difference between these concepts 
in a corporate environment, but also their use in some expressions in English. 
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Part 2.
Chapter 2 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
The expression at a cost conveys the idea that something comes at an expense, not 
in a f inancial sense, but as a relatively bad consequence of a choice. For example:
Mary has a great job, but at a cost. She doesn’t have vacation breaks. 
Mary tem um ótimo emprego, mas com um custo. Ela não tem períodos de férias.
In the previous example, at a price suggests that imported goods are actually expensive, that 
is, they cost a lot of money. So, the context is necessarily f inancial. Notice that the word goods, 
with an S in the end, is the same as products. It does not refer to the adjective good. 
There is also the expression to pay the price, which means dealing with a negative 
consequence of a situation. In this case, it has nothing to do with paying something with money. 
Observe the example:
But, if you change the word cost for price, it completely changes the idea. Observe:
It’s possible to buy imported goods at the supermarket, but at a price! 
É possível comprar produtos importados no supermercado, mas isso tem um preço!
Mary pays the price of not having vacation breaks. 
Mary paga o preço por não ter períodos de férias.
However, if we use the verb pay with the noun cost as a complement, the idea 
changes completely. Observe: 
The company pays the costs of shipping. 
A empresa arca com os custos do frete.
In this case, we are referring to the actual payment of 
f inancial costs involving the shipping of a product. 
Depending on the context, the word cost can be used as 
a verb. And you will use it to ask about price. You will say: 
A frequently used synonym for that 
question is: 
How much does it cost? 
Quando custa isso?
How much is it? 
Quanto é?
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Chapter 2 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Some other expressions carry the word value, and they can also be used in 
contexts other than the f inancial one. 
For instance, we can talk about sentimental value, which refers to personal or 
emotional feelings one might give for something, even though it may have little 
monetary value. Someone could say, for example:
Value (noun)
That house has sentimental value for me. 
Aquela casa tem valor sentimental para mim.
Note that in the previous example, value is being used as a noun. But it can also 
be used as a verb. Take a look: 
Value (verb)
The CEO values Jane for her hard work. 
O CEO valoriza a Jane pelo seu trabalho árduo.
You can also notice that, in this sentence, the verb value is conjugated in the third person 
singular in the simple present. That’s why it becomes values, with an S in the end. 
There is yet another expression that we can say to refer to the value of things. Take a look: 
Some consumers change brands when there is a sale. Sometimes it’s worth it! 
Alguns consumidores mudam de marca quando tem promoção. Às vezes vale a pena! 
The expression be worth it is used to say that you gain something from an action. In the 
previous example, people gain from changing brands during a sale. Notice that the word worth 
is an adjective; that’s why it is followed by the complement it. 
As you could see with the word value, sometimes the same word can be used as a noun or a 
verb. This is quite common in the English language. 
Let’s see another case:
Experience (noun)
Companies use big data to improve user experience. 
As empresas usam megadados para melhorar a experiência do usuário.
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Chapter 2 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Experience (verb)
Companies experience an increase in productivity when the employees are satisfied. 
Empresas experienciam um aumento de produtividade quando os funcionários estão satisfeitos.
In the f irst example, experience is a noun, whereas in the second one it is a verb.
Check out another example:
Impact (noun)
Big data analysis has an impact on decision-making processes.
A análise de megadados tem um impacto sobre os processos de tomada de decisão. 
Impact (verb)
High prices impact sales. 
Preços altos impactam vendas.
In the f irst example you have just seen in the previous box, the noun impact is 
used with the verb to have. We say: to have an impact on. The preposition for 
this expression is on. However, when using impact as a verb, it will not require a 
preposition in its complement. 
There is another case in which the verb have will be necessary when using the 
noun instead of the verb. Check this out:
Tend (verb)
People tend to buy products on sale. 
As pessoas tendem a comprar produtos em promoção.
Tendency (noun)
People have a tendency to buy products on sale. 
As pessoas têm uma tendência a comprar produtos em promoção.
Notice that, in this case, besides adding the verb have to say have a tendency, 
you also need to make a change in the verb tend to turn it into a noun – it 
becomes tendency.
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There are many cases in which we have to make alterations in the verb to form the noun. 
Here is another example:
Improve (verb)
Companiesuse big data to improve user experience. 
As empresas usam megadados para melhorar a experiência do usuário. 
Improvement (noun)
Thanks to big data, it’s possible to achieve an improvement in user experience.
Graças aos megadados, é possível atingir uma melhoria na experiência do usuário.
Note that we add the suffix -MENT to transform the verb improve into the noun 
improvement. 
Verbs express actions, and nouns are names given to things, people, animals, 
and places. 
And what about adjectives? As we saw in chapter 1, adjectives describe or 
qualify things. It is also possible to form adjectives from nouns. 
Let’s take the verb improve, for instance. The noun is improvement, and a 
possible derived adjective is improved. Watch how we use it in a sentence:
Improved (adjective)
The product shows an improved performance in user experience. 
O produto mostra um desempenho melhorado em experiência do usuário.
In the previous example, the adjective improved is used to describe the performance outcome of 
the product. 
Let’s check out another example:
Develop (verb)
 Data analysis helps companies develop market strategies. 
 A análise de megadados ajuda as empresas a desenvolver estratégias de mercado.
 Development (noun)
 The development of market strategies is one of the company’s goals. 
 O desenvolvimento de estratégias de mercado é um dos objetivos da empresa. 
 Developed (adjective)
 The company has a developed market strategy. 
 A empresa tem uma estratégia de mercado desenvolvida.
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Chapter 2 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Now you know some common expressions with the words cost, value, 
and price, as well as some differences between verbs, nouns, and 
adjectives.
Note that to form the noun development, you have to add the suffix -MENT to the verb develop. The derived 
adjective will be developed.
As you can see, there are many cases of nouns and adjectives derived from verbs. Here is a list of some 
common ones that may emerge in a corporate environment:
VERB NOUN ADJECTIVE
to inform 
informar
information
informação 
informed 
informado 
to consider
considerar
consideration 
consideração
considerable
considerável
to decide
decidir
decision
decisão 
decided
decidido
to understand
entender
understanding 
entendimento
understood
entendido
to predict 
prever
predictability
previsibilidade
predictable
previsível
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Vocabulary ActivitiesChapter 2 Vocabulary Grammar Grammar ActivitiesVideo Script
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A. Number the columns according to the translation of the words.
B. Fill in the blanks with the appropriate word or expression according to the translation.
( 1 ) entendido
( 2 ) melhorado
( 3 ) informação
( 4 ) melhorar
( 5 ) desenvolvido
( 6 ) entender
( 7 ) informado
( 8 ) desenvolver
( 9 ) entendimento
( 10 ) informar 
( 11 ) melhoria
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( ) to improve
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a) Data analysis helps to define . 
 A análise de dados ajuda a definir preços. 
b) Companies can compare and the probability of profit. 
 Empresas podem comparar custos e a probabilidade de lucro. 
c) Big data has a potential to business. 
 Os megadados têm valor potencial para os negócios. 
d) Mary has a great job, but . She doesn’t have vacation breaks. 
 Mary tem um ótimo emprego, mas com um custo. Ela não tem períodos de férias. 
e) It’s possible to buy imported goods at the supermarket, but !
 É possível comprar produtos importados no supermercado, mas isso tem um preço!
f) Mary of not having vacation breaks. 
 Mary paga o preço por não ter períodos de férias.
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Part 3.
Activities
Vocabulary Activities GrammarChapter 2 Vocabulary Grammar ActivitiesVideo Script
In this part of the chapter, you will learn how to use the simple present of the verb 
to be and of other verbs. You will also learn the subject pronouns.
You already know that to form affirmative sentences with the verb to be in the 
simple present, we follow the structure subject + verb to be + complement. 
For example:
Here, you have the subject Mary followed by the verb to be and the complement. 
Notice that the subject is a proper noun, and it refers to the third person singular, 
that’s why the verb to be is conjugated as is. 
You could replace the noun with a subject pronoun. Since Mary is a woman, and just 
one woman, you will use the subject pronoun she. So, you will have the sentence:
SUBJECT PRONOUNS
She is a manager.
Ela é uma gerente.
Mary is a manager.
Mary é uma gerente. 
SIMPLE PRESENT – VERB TO BE 
Affirmative Form
As you can see, we simply replace the noun with the subject pronoun. The rest of 
the sentence does not suffer any modif ications.
Check out this other example:
SUBJECT PRONOUNS
Peter and Jack are co-workers. 
Peter e Jack são colegas de trabalho.
They are co-workers. 
Eles são colegas de trabalho.
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Part 4.
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It’s a pleasure to work with you. 
É um prazer trabalhar com você. 
It’s possible to buy imported goods at the supermarket. 
É possível comprar produtos importados no supermercado.
SUBJECT PRONOUN IT
Here, we have the proper nouns Peter and Jack. To replace them with a subject 
pronoun, since Peter and Jack are two people, you will use they. Observe, once 
more, that nothing else changes in the sentence when we use the pronoun. 
The subject pronoun replaces a noun when it is the subject of the sentence so as 
to avoid repetitions in the discourse. Therefore, it refers to a noun that is clear in the 
context. Observe the following example:
SUBJECT PRONOUNS
Mary is a manager. She is from New York. 
Mary é uma gerente. Ela é de Nova York.
The subject pronoun she refers back to the noun Mary mentioned in the f irst 
sentence. Let’s see another one:
SUBJECT PRONOUNS
I have a new computer. It’s great.
Eu tenho um computador novo. Ele é ótimo.
It is clear that the subject pronoun it in the second sentence refers back to the 
noun computer in the f irst sentence. 
However, there is one case in which the subject pronoun it will not refer back 
to a noun. It happens when the subject pronoun it is used to refer to a whole 
situation, for example. In this case, it is called impersonal pronoun. Have a look 
at these sentences: 
In both previous sentences, the subject pronoun it is simply there to represent a 
situation: in the first sentence, it represents the situation of working with someone. 
In the second sentence, it refers to the situation of being possible to buy imported 
goods. Also, observe that the verb to be is contracted with it in both sentences. 
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Chapter 2 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
She is from New York. 
She’s from New York.
Ela é de Nova York. 
The contraction between the subject pronouns and the verb to be quite is 
common, not only with the pronoun it. So, we can say: I’m, you’re, he’s, she’s, 
it’s, we’re, and they’re. For example:
VERB TO BE & SUBJECT PRONOUNS
However, you cannot contract the verb with a proper noun. So, you cannot say:
Mary’s from New York. 
Mary é de Nova York.
Now, let’s check outthe negative form. All we have to do to form the negative is 
add not after the verb to be:
She is not from New York. 
Ela não é de Nova York. 
SIMPLE PRESENT – VERB TO BE 
Negative Form
In the negative form, it is possible to contract the verb either with the subject, or 
with the particle not. Observe:
She isn’t from New York. 
She’s not from New York. 
Ela não é de Nova York.
SIMPLE PRESENT – VERB TO BE 
Negative Form
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Chapter 2 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
You can use these two kinds of contractions – the pronoun with the verb to be 
or the particle not with the verb to be – with all subject pronouns, except for one. 
When the subject is I, we can either say I am not, with no contractions, or say I’m 
not, contracting the subject pronoun with the verb to be. 
The option of contracting the conjugation am with the particle not actually exists 
– it is ain’t. However, this is not standard English, so it is not considered correct 
by many people. Even though you may see or hear it in colloquial conversations, 
lyrics, and songs, it is extremely informal, and you should definitely avoid it in 
formal situations.
Still on rules of contractions, do not contract the verb with a noun in the negative 
form either. So, do not say:
Mary’s not from New York. 
Mary não é de Nova York. 
Peter and Jack are not co-workers.
Peter and Jack aren’t co-workers. 
Peter e Jack não são colegas de trabalho. 
They aren’t co-workers. 
They’re not co-workers. 
Eles não são colegas de trabalho. 
SIMPLE PRESENT – VERB TO BE 
Negative Form
Let’s have a look at another example:
It is worth mentioning that the negative non-contracted form sounds more 
emphatic than the contracted ones.
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Is she from New York? 
Ela é de Nova York? 
Are they co-workers? 
Eles são colegas de trabalho?
SIMPLE PRESENT – VERB TO BE 
Interrogative Form
For the interrogative form of the verb to be, all you have to do is invert the 
order of the subject and the verb to be in the sentence. That means you are 
going to start the sentence with the verb. Check it out:
Affirmative Form:
 SUBJECT + VERB TO BE + COMPLEMENT
 sujeito + verbo to be + complemento
Negative Form: 
 SUBJECT + VERB TO BE + NOT + COMPLEMENT
 sujeito + verbo to be + not + complemento 
Interrogative Form:
 VERB TO BE + SUBJECT + COMPLEMENT
 verbo to be + sujeito + complemento 
SIMPLE PRESENT – VERB TO BE 
Sentence Structures
So, as you can see, there is little variation in the structure of sentences with the verb 
to be in the simple present. In short, we have the following sentence structures:
In chapter 1, we saw that, even though the sentence structure of the affirmative 
is the same, the conjugation of the other verbs in the simple present is different 
from the conjugation of the verb TO BE. Let’s start by reviewing that.
Take a look at the following example:
Consumers buy products on sale. 
Os consumidores compram produtos em promoção.
SIMPLE PRESENT – OTHER VERBS
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The subject is consumers, followed by the verb in the base form, that is, the 
infinitive without the particle to. Notice that the word consumers corresponds to 
the third person plural.
Now, if we have a subject that corresponds to the third person singular – he, 
she, or it –, you will need to make a small alteration to the verb. Look: 
SIMPLE PRESENT – OTHER VERBS
Data analysis helps define prices. 
A análise de dados ajuda a definir preços.
The subject of the sentence is data analysis. It corresponds to the pronoun IT, 
the third person singular. That’s why you will need to add -S to the verb. The 
rest of the sentence is the complement.
Depending on the ending of the verb in its base form, the alteration may be a bit 
bigger than just adding the -S. For example, the verb watch ends in -CH, so we 
need to add -ES, and it will become watches. The verb try, on the other hand, 
loses the Y and gets an -IES, becoming tries. 
Now, there is a particular verb that does not follow these rules, even though it 
changes quite a lot. Pay attention to this:
Big data has a potential value to business. 
Big data haves a potential value to business.
Megadados têm valor potencial para os negócios. 
SIMPLE PRESENT – OTHER VERBS
As you can see, the verb have becomes has in the third person singular in the 
simple present. The conjugation haves does not exist. 
In order to form the negative and the interrogative forms of the other verbs in 
the simple present, we are going to need an auxiliary verb. And the auxiliary verb 
for the simple present is do.
With that in mind, take a look at the following structures: 
SIMPLE PRESENT – OTHER VERBS
Sentence Structures
Affirmative Form:
SUBJECT + MAIN VERB + COMPLEMENT
sujeito + verbo principal + complemento
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Negative Form:
SUBJECT + AUXILIARY VERB DO + NOT + MAIN VERB + COMPLEMENT
sujeito + verbo auxiliar do + not + verbo principal + complemento
Interrogative Form:
AUXILIARY VERB DO + SUBJECT + MAIN VERB + COMPLEMENT
verbo auxiliar do + sujeito + verbo principal + complemento
These are the general structures to form sentences in the simple present for all 
verbs, except for the verb to be.
For example: 
 Affirmative Form: 
 Consumers buy products on sale. 
 Os consumidores compram produtos na promoção.
 Negative Form: 
 Consumers do not buy / don’t buy products on sale. 
 Os consumidores não compram produtos na promoção.
 Interrogative Form: 
 Do consumers buy products on sale?
 Os consumidores compram produtos em promoção?
SIMPLE PRESENT – OTHER VERBS
Observe that, in the negative form, it is possible to contract do with not – it 
becomes don’t.
As you can conclude from the previous examples, the conjugation of the main 
verb is the same as its base form. 
The only exception regarding the main verb is in the affirmative form for subjects 
in the third person singular: as a general rule, we add -S to the main verb.
When it comes to the auxiliary verb do in both negative and interrogative forms, 
it will remain the same for all subjects, except for the third person singular. 
In such cases, it will become does.
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Chapter 2 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
In this chapter, you reviewed the affirmative form of the simple present and 
learned how to use the negative and interrogative forms of the verb to be and 
other verbs. If you want to learn more about these topics, you can refer to the 
Grammar Guide section at the end of your book.
GRAMMAR GUIDE 
 Simple Present – Other Verbs Page 205
 Simple Present – Verb To Be Page 211
 Spelling Rules – Third Person Present Page 215
 Subject Pronouns Page 217
Observe the following examples with the subjects in the third person singular:
 Affirmative Form: 
 Big data analysis helps define prices. 
 A análise de megadados ajuda a definir preços. 
 Negative Form: 
 Big data analysis does not help / doesn’t help define prices.
 A análise de megadados não ajuda a definir preços. 
 Interrogative Form: 
 Does big data analysis help define prices? 
 A análise de megadados ajuda a definir preços?
SIMPLE PRESENT – OTHER VERBS
Observe that, in the negative form, the auxiliary verb is conjugated as does, and 
it can be contracted with the particle not – it becomes doesn’t. Note, too, that 
the main verb will remain in its base form for both negative and interrogative 
sentences. It will be conjugated just in the affirmative form, in which help 
becomes helps.
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Grammar ActivitiesChapter 2 Vocabulary GrammarVocabulary ActivitiesVideo Script
Part 5.
Activities
Affirmative
I (1) an engineer.
He (3) an engineer.We’re engineers.
They (6) engineers.
Negative
I (2) an engineer.
He (4) an engineer.
We (5) engineers.
They (7) engineers.
 Interrogative
 Am I an engineer?
 Is he an engineer?
 Are we engineers?
 (8) engineers?
A. Complete the table with the right form of the verb to be.
B. Fill in the blanks with the missing verbs.
a) I a new computer. It’s great.
 Eu tenho um computador novo. Ele é ótimo.
b) Big data analysis define prices. 
 A análise de megadados não ajuda a definir preços.
c) she from New York? 
 Ela é de Nova York?
d) consumers products on sale?
 Os consumidores compram produtos em promoção?
e) Consumers products on sale. 
 Os consumidores compram produtos em promoção.
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Chapter 2 Vocabulary GrammarVocabulary ActivitiesVideo Script Grammar Activities
a. have
b. doesn’t help / 
does not help 
c. Is
d. Do / buy
e. buy
f. are not / aren’t 
1. am 
2. am not 
3. is 
4. is not / isn’t 
5. are not / aren’t 
6. are
7. are not / aren’t 
8. Are they
Activity A – Answers Activity B – Answers
f) They co-workers. 
 Eles não são colegas de trabalho.
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The
Role of
Social Media
The
Role of
Social Media
3
Chapter 3 Vocabulary Grammar Grammar ActivitiesVocabulary Activities
[Casey] 
So far, we’ve seen a general concept of big data and how it affects 
businesses in practical terms. 
At this point, you might be asking yourself: “Where do companies get 
that amount of information about people’s choices and preferences?” 
The main answer to that question is social media. 
If someone had access to all of your social media accounts, what 
conclusions would they be able to draw about you? 
Maybe they would get to know your family through your pics, or f ind 
out where you went during your last vacation. Or maybe they would see 
you’ve been willing to buy a bedside table based on the ads that appear 
on your Facebook page. 
But wait… How does Facebook know you want to get that table if you’ve 
only Googled about it? Did these platforms exchange any info about 
your wishes? 
Or maybe, to make things even stranger, you’ve just TALKED ABOUT it 
to a friend, and the minute you go online, these ads start f illing up your 
smartphone screen? How is that even possible? I’ll tell you how: due to 
all the big data footprints we leave behind just by being online. 
THE ROLE OF SOCIAL MEDIA
In this chapter, you will learn how to talk about your preferences, likes and dislikes 
on your social media profiles. You will also see some important vocabulary and 
grammar topics to help you communicate better in English. 
Now look at the script of The Role Of Social Media.
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Part 1.
Chapter 3 Vocabulary Vocabulary Activities Grammar Grammar Activities
[Keshav Malani]
Social media… so, every time you make a post, every time you like 
something, the fact that you’re even on there, and you’re scrolling 
through your newsfeed, that’s all generating bits of data. And then, 
behind there, if you’re seeing an ad, did you react to that ad? Did you 
pause on the ad? All of that is data. Are you using your phone? Which 
apps are you using? That’s generating data. When you’re walking 
around, your phone is picking up what location you’re going to. 
So, all those things are kind of instances of data, but then, beyond that, 
you have: “Hey, I posted a picture of myself.” Those are memories that 
you’re putting out there. You can scan your old photos as well. So, these 
are all your past memories, as well as your kind of experiences that 
you’re having now. All of that data is getting put into algorithms and 
big data machines, essentially, of f iguring out who you are as a person, 
what you did, and using that to predict what you will do. And what you 
want. What are your desires and your needs? And to, then, be able to 
cater advertising accordingly, and products accordingly to that.
People, you and I, are putting all this data out there, and companies 
make billions from it. And some of them are giving us something in 
return. So we use Facebook for free or Gmail for free. So, we’re getting 
that service in return for our data. But behind the scenes, you have 
analytics companies and data brokers, who are also monetizing this data 
for billions still. 
What are they picking up that is worth that much? It’s the signals about 
us. They know what we’re going to do and why we’re going to do it 
better than anybody else. 
[Casey]
Can you see how big a role social media plays when it comes to 
generating big data? 
In a nutshell, all our interactions are generating data on our habits, 
our likes, and our dislikes. That helps companies define what kind of 
products we are likely to buy. Advertising costs money, right? That’s 
why we’re highly likely to come across ads that are really going to 
interest us. That way, companies can boost their chances of soft-selling 
instead of advertising things at random.
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Chapter 3 Vocabulary Vocabulary Activities Grammar Grammar Activities
O PAPEL DAS MÍDIAS SOCIAIS
[Casey] 
Até agora vimos um conceito geral de megadados, e como eles afetam 
as empresas em termos práticos. 
Neste ponto, você pode estar se perguntando: “Onde as empresas 
conseguem essa quantidade de informação sobre as escolhas e as 
preferências das pessoas?” A principal resposta para essa pergunta é: 
nas redes sociais. 
Se alguém tivesse acesso a todas as suas contas de redes sociais, a 
quais conclusões seria possível chegar sobre você?
Talvez daria para conhecer sua família por meio das suas fotos, ou 
descobrir aonde você foi nas suas últimas férias. Ou daria para ver que 
você tem sentido vontade de comprar uma mesa de cabeceira, com 
base nos anúncios da sua página do Facebook. 
Mas espere… Como o Facebook sabe que você quer comprar aquela 
mesa se você só deu uma pesquisada no Google? Essas plataformas 
trocaram informações sobre seus desejos?
Ou talvez, para deixar as coisas ainda mais estranhas, você acabou 
de FALAR sobre isso com um amigo e, assim que você f ica online, 
esses anúncios começam a encher a tela do seu telefone? Como 
isso é possível? Vou te dizer como: devido ao rastro de pegadas de 
megadados que deixamos simplesmente por estarmos online.
[Keshav Malani]
Redes sociais… toda vez que você cria um post, toda vez que você 
dá um like em alguma coisa, o simples fato de você estar lá, olhando 
o seu feed, tudo isso está gerando bits de dados. E então, lá atrás, se 
você está vendo um anúncio, você reagiu a esse anúncio? Você parou 
no anúncio? Tudo isso são dados. Você está usando o seu telefone? 
Quais aplicativos você está usando? Isso gera dados. Quando você está 
andando, seu telefone está registrando para qual lugar você está indo. 
Todas essas coisas são exemplos de dados, mas, além disso, você 
tem algo tipo: “Eu postei uma foto de mim mesmo”. Você está 
compartilhando memórias. Você também pode digitalizar fotos antigas. 
São suas lembranças e as experiências que você está tendo agora. 
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Chapter 3 Vocabulary Vocabulary Activities Grammar Grammar Activities
Todos esses dados estão sendo inseridos em motores de algoritmos e 
megadados, essencialmente descobrindo quem você é como pessoa, 
o que você fez, e isso é usado para prever o que você vai fazer. E o que 
você quer. Quais são seus desejos e suas necessidades? E para, então, 
poder mostrar anúncios e produtos de acordo com isso. 
As pessoas – você e eu – estão disponibilizando todos esses dados, e 
as empresas lucram bilhões com isso. Algumas delas estão nos dando 
algo em troca. Nós usamos o Facebook de graça, ou o Gmail de graça. 
Estamos recebendo esse serviço em troca dos nossos dados. Mas, nos 
bastidores, existem empresas analíticas e data brokers que também 
estão monetizando esses dados por bilhões. 
O que eles estão captando que vale tanto? Os sinais sobre nós. Eles 
sabem, melhor do que qualquer pessoa, o que vamos fazer e o motivo 
peloqual o fazemos.
[Casey]
Você percebe o tamanho do papel das redes sociais quando se trata de 
gerar megadados?
Em suma, todas as nossas interações geram dados sobre nossos 
hábitos, nossos gostos e desgostos. Isso ajuda as empresas a definir o 
tipo de produto que estamos propensos a comprar. Propaganda custa 
dinheiro, certo? Por isso, é muito provável que encontremos anúncios 
que vão realmente nos interessar. Dessa forma, as empresas podem 
intensif icar suas chances de realizar vendas orgânicas em vez de 
anunciar seus produtos aleatoriamente.
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Video Script VocabularyChapter 3 Vocabulary Activities Grammar Grammar Activities
You probably know how big a role social media plays when it comes to generating big data. Just by 
having an account and interacting in any of these platforms, you are already generating a bunch 
of data. Everyone is connected, one way or the other. No wonder these social media platforms are 
also called networks. 
And let’s not forget that it all impacts businesses around the world. That’s why it is so important to 
know how to use the appropriate vocabulary related to this area in order to make the most of it in 
the corporate world.
First of all, to get in a social media platform, you need to register to get an account, so you will 
probably f ind these instructions on the main page:
When you sign up to join a social media platform, you will need to f ill out a form 
with your data. You will usually provide:
INSTRUCTIONS TO CREATE A SOCIAL MEDIA ACCOUNT
Sign up. 
Inscreva-se.
Register to create an account.
Cadastre-se para criar uma conta.
PERSONAL DATA
name nome 
email address endereço de e-mail 
date of birth data de nascimento 
location localização
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Part 2.
Chapter 3 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Once you have input your personal information, you will be asked to create a login and a password. 
That is all you need to create a profile.
In your profile, you have the newsfeed page, which is where most of the action happens. On social 
media, you will feed your profiles with:
NEWSFEED CONTENT
selfies 
autorretratos
videos
vídeos
pics / pictures / photos
fotos
comments
comentários
You can say that, when you put something new in your profile, you are creating 
a new post. But you could also say, for example, that you like to post pictures on 
social media. So, post can be either a noun or a verb, just like many other words 
in English.
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Chapter 3 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Here is a list of some of the actions related to social media:
to take a photo / a selfie
tirar uma foto / uma self ie
SOCIAL MEDIA – COMMON VERBS
to record a video
gravar um vídeo
to make a post
fazer um post
to scroll through the newsfeed 
rolar a página de feed
to post a picture / a comment / a video
postar uma foto / um comentário / um vídeo
Now, to talk about your reactions on social media and interactions with other users, 
you can say, for example:
to like a post 
curtir um post 
SOCIAL MEDIA – REACTIONS AND INTERACTIONS
to heart a post
curtir um post com um coração 
to heart a webpage 
curtir uma página com um coração
to share a post 
compartilhar um post
to make a comment / to comment on a post
fazer um comentário / comentar em um post
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Chapter 3 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
There is a difference between the verbs to share, to divide and to split. 
Depending on the context, they may be translated the same, but they do not 
carry the same meaning. Check out the examples:
share
People share their opinions at a meeting. 
As pessoas compartilham suas opiniões numa reunião.
SHARE, DIVIDE, AND SPLIT
divide
The CEO’s decision is dividing opinions. 
A decisão do CEO está dividindo opiniões.
split
This situation is splitting the team. 
Essa situação está separando / desunindo a equipe.
Like + Noun
I like pictures. 
Eu gosto de fotos. 
Love + Noun
I love selfies. 
Eu amo self ies. 
Enjoy + Noun
I enjoy tutorials. 
Eu curto tutoriais. 
LIKES
Divided opinions are quite common on social media. Each social 
media profile will ref lect its owner’s perspective. After all, that is 
where people express their likes, dislikes, and preferences.
Here is how you can express your likes: 
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Chapter 3 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
Like + To + Verb 
I like to post pictures on social media. 
Eu gosto de postar fotos nas redes sociais. 
Love + To + Verb 
I love to take selfies. 
Eu amo tirar self ies. 
Enjoy + Verb -ING
I enjoy watching tutorials. 
Eu curto assistir a tutoriais.
LIKES
You can also use verbs instead of nouns as complements. But pay attention: 
when you have a verb followed by another verb, the second one will be either in 
the infinitive form, that is preceded by the particle to, or in the -ING form. Check 
it out:
On the other hand, to talk about your dislikes, that is, things you don’t like, there 
is the verb to hate. For example:
Hate + Noun 
I hate broccoli. 
Eu detesto / odeio brócolis. 
DISLIKES
Hate + To + Verb 
I hate to eat broccoli. 
Eu detesto / odeio comer brócolis.
The verb to hate is a really strong, aggressive term to talk about something 
you dislike, so you really need to be careful when using it, especially if you are 
referring to other people. In the context of social media, the term hate speech 
refers to any kind of communication that promotes hate towards people or groups 
of people, especially minorities. 
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Chapter 3 Vocabulary Activities Grammar Grammar ActivitiesVocabularyVideo Script
To talk about dislikes, it is better to use the verbs like and enjoy in the negative 
form. Such as:
I don’t like to come across a lot of ads on my news feed. 
Eu não gosto de me deparar com muitas propagandas no meu feed.
DISLIKES
I don’t enjoy pop-ups. 
Eu não curto pop-ups.
Prefer + To + Verb 
Some people prefer to look for jobs in job-search apps. 
Algumas pessoas preferem procurar trabalho em aplicativos de emprego.
Prefer + Noun
I prefer coffee to tea. 
Eu prefiro café a chá. 
Would Rather + Verb 
They would rather use an app to find jobs. 
Eles preferem usar um aplicativo para encontrar trabalho. 
Would Rather + Verb + Than
I would rather have coffee than tea. 
Eu prefiro tomar café a chá. 
PREFERENCES 
And, f inally, when you want to talk about your preferences you will use the verbs to prefer or 
the expression would rather. Check it out:
Sentences with to prefer are considered more formal. The expression would rather is more 
commonly used to talk about preferences. Note that when you use would rather + verb, the 
particle to cannot be used before the verb. 
Now you know some vocabulary related to social media, the difference 
in use among the verbs to share, to divide, and to split, as well as how 
to talk about your likes, dislikes, and preferences.
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Vocabulary ActivitiesChapter 3 Vocabulary Grammar Grammar ActivitiesVideo Script
1.
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A. Number the columns according to the translation of the words.
B. Fill in the blanks with the appropriate words according to the translation.
( 1 ) inscreva-se
( 2 ) rolar a página de 
 feed
( 3 ) fazer um 
 comentário
( 4 ) cadastre-se para 
criar uma conta
( 5 ) comentar em um 
 post
( 6 ) fazer um post 
( 7 ) autorretratos
( 8 ) fotos
( 9 ) tirar uma foto / 
 uma self ie
( 10 ) gravar um vídeo 
( 11 ) compartilhar um 
 post
( 12 ) curtir um post
( ) to share a post
( ) pics / pictures / 
 photos
( ) to take a photo / 
 a self ie
( ) sign up
( ) to like a post
( ) register to create 
 an account
( ) to record a video
( ) to make a post
( ) to make a comment
( ) self ies 
( ) to comment on a post
( ) to scroll through the 
 news feed
a) I broccoli. 
 Eu detesto comer brócolis.
b) I pop-ups. 
 Eu não curto pop-ups.
c) I selfies. 
 Eu amo tirar self ies.
d) I to come across a lot of ads on my news feed. 
 Eu não gosto de me deparar com muitas propagandas no meu feed. 
e) I tutorials. 
 Eu curto assistir a tutoriais. 
f) I pictures on social media. 
 Eu gosto de postar fotos na rede social.
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Part 3.
Activities
Vocabulary Activities GrammarChapter 3 Vocabulary Grammar ActivitiesVideo Script
In the vocabulary part of this chapter, you have learned some verbs related to 
social media. We also saw verbs that can be used to talk about likes, dislikes, and 
preferences. Just to mention a few:
INFINITIVE FORM
to post
postar
to like
gostar
to love
amar
to comment
comentar
to share
compartilhar
I hate to eat broccoli. 
Eu detesto comer brócolis. 
I want to take a selfie. 
Eu quero tirar uma self ie.
VERB + INIFINITIVE FORM 
All the previous verbs are in the infinitive form. One of the uses of the infinitive 
form is to work as a complement to another verb. Look at the following examples: 
But the infinitive can also be used without the particle to. And, in that case, we 
say the verb is in the bare infinitive or in the base form. One of its uses is to 
form the imperative. You will use the imperative to give instructions, orders, and 
advice. Check out these examples:
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Part 4.
Chapter 3 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
Watch videos online. 
Assista a vídeos on-line. 
IMPERATIVE FORM – AFFIRMATIVE
IMPERATIVE FORM – AFFIRMATIVE
Post a picture. 
Poste uma foto.
Eat broccoli. 
Coma brócolis.
Sign up.
Inscreva-se.
Sentences in the imperative are formed with the verb in the base form followed 
or not by a complement. Observe that these sentences do not have explicit 
subjects. In fact, the subject of the imperative form is always you. However, 
most of the times, it will be omitted in the sentence, since it is pretty clear that 
you are talking directly to the person who will be performing the action. 
But you have to be careful not to mistake the imperative with the simple 
present. Sometimes, verbs in the simple present will be conjugated just like their 
base form, but the subject will not be omitted in the sentence. Let’s see that by 
analyzing some examples:
People watch videos online. 
As pessoas assistem a vídeos on-line. 
SIMPLE PRESENT – AFFIRMATIVE
Note that in the previous example in the simple present, the subject is people, 
and it starts the sentence. People is in the plural, so it is equivalent to the subject 
pronoun they. Right after that, we have the verb watch conjugated according to 
the subject. Notice that the conjugation will be just like the base form of the verb. 
After the verb, there is a complement.
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Chapter 3 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
To make the negative form of the imperative, you just have to use don’t before the verb. For example:
Don’t eat broccoli. 
Não coma brócolis.
Don’t sign up. 
Não se inscreva.
IMPERATIVE FORM – NEGATIVE
Don’t watch videos online. 
Não assista a vídeos on-line.
IMPERATIVE FORM – NEGATIVE
People don’t watch videos online. 
As pessoas não assistem a vídeos on-line.
SIMPLE PRESENT – NEGATIVE
Let’s compare the imperative in the negative form with the simple 
present in the negative form:
Even though the verb in the simple present looks just like its base form, and even 
though the auxiliary verb don’t is the same, there is a clear difference when we 
compare it to the imperative: there is a subject starting the sentence. 
There is no interrogative form for the imperative. 
The IMPERATIVE is used in contexts that are completely different from the 
contexts in which the SIMPLE PRESENT is used. Take a look at the uses of the 
imperative and the simple present:
IMPERATIVE
to give instructions
dar instruções
to give orders
dar ordens
to give advice
dar conselhos
SIMPLE PRESENT
to talk about habits
falar de hábitos
to talk about routine
falar de rotina
to talk about facts
falar de fatos
USES
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Chapter 3 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
SUBJECT + VERB TO BE + MAIN VERB IN THE -ING FORM + COMPLEMENT
sujeito + verbo to be + verbo principal na forma -ING + complemento 
She’s using the phone. 
Ela está usando o telefone.
PRESENT CONTINUOUS 
Affirmative Form
There is yet another verb form that you need to know how to differentiate from the 
simple present: the present continuous. In terms of structure, the differences are 
huge. Check out this example:
The situation is splitting the team. 
A situação está separando a equipe.
PRESENT CONTINUOUS
Note that, in the previous example, we have the subject the situation followed by the 
verb to be conjugated according to the subject. Since we are talking about a situation, the 
equivalent subject pronoun is it; that’s why the conjugation is is. Then, we have the verb 
to split in the -ING form. The rest of the sentence is the complement.
It is important to notice that the present continuous is formed with two verbs: one of 
them is the verb to be, which is going to work as an auxiliary verb, and the main verb, 
which is responsible for indicating the main idea of the sentence. An extremely important 
detail is that the main verb is going to be in the -ING form.
In order to make the affirmative, negative, and interrogative forms, you need to follow 
the rules of the verb to be. Here is the general structure of these forms:
SUBJECT + VERB TO BE + NOT + MAIN VERB IN THE -ING FORM + COMPLEMENT
sujeito + verbo to be + not + verbo principal na forma -ING + complemento 
She isn’t using the phone. 
Ela não está usando o telefone. 
PRESENT CONTINUOUS 
Negative Form
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Chapter 3 Vocabulary Grammar ActivitiesGrammarVocabulary ActivitiesVideo Script
VERB TO BE + SUBJECT + MAIN VERB IN THE -ING FORM + COMPLEMENT
verbo to be + sujeito + verbo principal na forma -ING + complemento 
Is she using the phone?
Ela está usando o telefone?
PRESENT CONTINUOUS 
Interrogative Form
Note that the sentence structure of the simple present is completely different from that of the present 
continuous.
You will use the simple present to talk about habits, routine, and facts. And we use the present continuous 
to talk about actions in progress in the present. That is, the action is happening at the moment of speaking. 
Let’s compare some examples:
SIMPLE PRESENT
John takes good pictures. 
John tira boas fotos. 
Tina shares her opinions at every meeting. 
Tina compartilha suas opiniões em todas as reuniões.
PRESENT CONTINUOUS 
John is taking pictures. 
John está tirando fotos. 
Tina is sharing a post right now.
Tina está compartilhando um post agora.
Remember that the infinitive and the -ING form can be used as 
complements for other verbs. In such cases, the use of the -ING form 
does not mean the sentence is in the present continuous. Take a look: