Big data is the new fashion. It is the new trend of digital marketing and the latest technology with which brands and companies are seeking access to the knowledge of the customers. And not only is that the main reason, but also to track their steps, and actions to create profiles that serve to establish and implement all kinds of strategies.

The data obtained on the implementation of Big Data and processing large volumes of data may result in the gains in the retail sector to 60%. One aspect that those who have always worked through the Business intelligence amply known.

Obviously for business, big data and analysis of large data volumes opens the door to a new world of possibilities. However we also find the other side of the coin. The hidden face. And is that practices on the use of this type of data mining can also carry other consequences, because through them could pass the red lines of its own security and privacy.

However, beyond the Big Data challenges that companies now face in order to embrace and adopt it, it is necessary that the industry itself establishes clearly the risks associated with its implementation, and guidelines are in place to ensure compliance with laws and privacy regulations.

Risks and imminent dangers of Big Data

Despite its potential for companies, experts are still discussing it all. And although it is clear that we are facing a flood of data, in order for this data to be useful must be treated properly. It is necessary to establish guidelines and mechanisms to protect the rights and privacy of the consumer. Many experts believe that existing legal frameworks are inadequate to deal with the phenomenon of Big Data; therefore the guarantees and security are key and fundamental aspect. Nevertheless, do not cease fears about the possibility of the data being used improperly or beyond the limits of the ethical and legal. Therefore, for many professionals, honesty is the best practice policy.

For the vast majority of consumers, such practices are considered aggressive and invasive. Some new reports reveal that users show an increasing concern about privacy of their data. However, other studies also indicate that consumers are willing ready to give and dispose of the personal information provided there is a good reason to do it. Generally, these reasons include the possibility of receiving incentives to change. However, the use and exploitation of this data is now a routine in platforms and social networks like Facebook, where such data is used as criteria for segmenting campaigns and promotions launched by its advertisers.

It is no coincidence therefore that some governments are investigating on organizations that collect and manage large volumes of data so that these establish adequate control and information processing , which in turn ensures greater security for consumers . Moreover, we cannot forget the famous espionage cases that have set their goal in the databases of many systems to be used at will. Something that causes fear, and generates some rejection, and greater insecurity and mistrust among the users of internet.

Despite this and the potential for the implementation and adoption of big data by businesses and companies, the risks of this new era of information is warning us of some possible impending dangers: passing Data mining or collection of information to a subsequent marketing campaign, and evidently even contemplating data theft. For years we have witnessed the effects of the spam business through email and where millions of email addresses were collected for subsequent commercialization and exploitation. This would not be the exception, and in all probability almost certainly impact on profiles created through the collection of large volumes of data. As more and more companies choose to embrace Big Data accumulating more data could potentially become the target of attacks by cybercriminals