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Alternative data is a big buzzword in the world of investing. Vendors are actively marketing high performing signals derived from untapped data, which make some investors doubt: Is this novel obscure data the key to alpha generation? And if so, why is it even for sale? Alternative data as a concept is not as new as one may think, it is basically a non-material non-public information which has always been in alpha hunters' toolkit. Hedge funds, private equity firms and even mutual fund managers have always been quite creative trying to find extra information to improve their investment decision making process. The most alternative part of alternative data is the form of data collection and processing, that now involves complex procedures, expensive infrastructure and cutting-edge technology. 00:00 What is alternative data? Is it a new and unproven concept? 00:56 History and origin of alternative sources of information in investment research 01:20 Information edge is key for alpha generation 01:56 Hedge funds collected alternative data long before the internet and machine learning 02:35 Technology has changed the form information, it is now available in real time, at scale, in a machine readable format 03:30 Digitization allowed hedge funds to use fundamental information in machine learning research process 03:46 Nowcasting. Amidst unprecedented times of economic uncertainty, investors started to really appreciate the timeliness of alternative data 04:16 The business of selling big data to financial firms. Why data vendors don't trade themselves? 05:00 Alternative data as a piece of information mosaic 05:50 Fundamental use case 06:48 Quantitative use case 07:21 Is alt data worth the money? What kind of alt data works best?