In a Forbes article titled The Dark Side of Big Data, by Tom Goodwin, it discusses the dark side or some negative aspects of using Big Data. He uses examples such as tracking hurricanes and movies. Tom explains that big data can now find hurricanes a week earlier than we could ten years ago, but the problem is that the data has yet to find a way to predict the path of the hurricane leaving people on edge and anxious for a longer period. The example with movies is that big data can show us a certain movie to watch at a certain time that we would like, but if you were to watch a crap movie on a plane then it ruins any algorithms chances.
Big data helps us understand more about what we know and sometimes we overestimate what we know. People assume that big data is the answer and will be the solution to all our problems. We need to use the big data to help us make decisions not rely on the data to make the decisions for us. From a marketing standpoint big data helps the company target a certain audience based on age, interests, gender, and race. I agree with the idea that advertisements are targeted more directly at me personally then say my age group as a whole. If I visit a website looking for watches and then visit another website with ads the same watches I was looking at will appear. Marketing has changed over the years because of the use of this data collected, while before it was based on emotions and gut feelings when targeting an audience. Almost all decisions now are supported with data whether the decision is rational or irrational. A rational decision that turns out terrible and doesn’t work, but is backed with enough data is defendable and will not land you unemployed, but say an irrational decision with no data to support that decision will almost always lead to unemployment. On the other hand an irrational decision that turns out to be a success will be looked at as lucky but very risky. People need to find the balance between using big data to help them and relying on big data to do it for them. I think that people do not fully understand the extent of big data and how it can help in all aspects of life from healthcare to business and it will only continue to grow exponentially. As technology and big data grows people still need to learn how it helps and affects their everyday lives. It explains what and when you do something but big data is yet to explain the why and how aspect of people’s actions it could interpret it wrong which can jeopardize the analysis all together. Lastly, big data needs to be secured and safe in order to protect all the users and customers’ enormous amounts of data.