Article Preview
Top1. Introduction
The use of big data has spread throughout the private and public sectors (Chen et al., 2012). Every day we are listening about its abilities and the influences on our daily-life-activities (Frankish et al., 2014). Big data also contains huge volume of personal data (De Nardis, 2015). Conception of big data is associated with the conception of “three Vs”. Vs are explained as conception of Volume, Velocity and Variety. Volume is related with its massiveness, velocity is concerned with concept of real time data and variety is associated with the concept of its multifarious sources. However, experts opine that due to the excessive use of this “three Vs” concept, the definition of big data has become tired (Cathey, 2017). Besides, this concept of big data is found to be not applicable concerning to many other concepts of big data. There are multifarious forms of big data. This does not match the same traits (Osoba et al., 2017, Sivathanu, 2018). Having no unassailable single definition covering all aspects of big data, it may be considered as such data whose analysis is not possible by traditional data-analysis mechanisms. By big data we mean “high volume, high velocity and high variety information assets that demand cost effective, innovative forms of information processing for enhanced insight and decision making” (Gartner, 2016). The analysis of big data includes analysis of personal data (De Nardis, 2015). The analysis of personal data of customers brings in benefits to the organizations. This also helps the organizations to realise their potential customers in a more granular way. It makes the marketing abilities more effective, more specific or more targeted (Susha et al., 2015). Even, analysis of personal data helps the public sectors. It can render more efficient and précised services to the people.
It would bring in laudable results. Analysis of personal data helps to improve the quality of life of the concerned people (Hota et al., 2015). These examples highlight that individuals get benefits by sharing their personal data. However, analysis of personal data might have intrusive effects on the individuals whose personal data is shared. The agencies involved in analysing personal data of individuals must act with absolute fairness. Concept of analysis of personal data includes the fact that whether such use and application of personal data of individuals is within the expectation of the individuals (De Nardis, 2015). The attempts of the agencies dealing with the personal data of individuals must be transparent. Thus, the personal data sharing mechanisms sometimes endanger individuals’ privacy causing an attack on their human rights (Rifon et al., 2005; Miao, 2019). We have already mentioned that analysis of big data including personal data is difficult to analyse by the traditional data-analysis methodology. Therefore, help of modern technology like Artificial Intelligence (AI) is perceived necessary to analyse big data including the personal data.