Anything can be measured ... the question is the predictive relevance.
My younger daughter's university this week announced a new major in data science, which "combines cognitive science, computer science and engineering, and mathematics to train students in predictive modeling, data analysis and computational techniques." The goal is to prepare "students for a career in the data-centric society."
Big Data apparently is here to stay, whether it's Cambridge Analytica harvesting our personal data or MLB front offices trying to gain an edge (I recommend Big Data Baseball: Math, Miracles, and the End of a 20-Year Losing Streak by Travis Sawchik and The Extra 2%: How Wall Street Strategies Took a Major League Baseball Team from Worst to First by Jonah Keri.).