Question

“With big data we can escape the straightjacket of group identities and replace them with much more granular predictions for each individual. The promise of big data is that we do what we’ve been doing all along – profiling – but make it better, less discriminatory and more individualized.” Argue a case for or against this new type of behavioral profiling.

Answer 1

I argue this case for or in favor of this type of behavioral profiling, because it is more specific, at micro level and more useful that can be used by the companies, research organizations and other entities to know the behavioral pattern of consumers. Further, big data helps in finding trend among the trends that are hidden in nature. In this case, Big Data provides exclusive information to the decision makers to know the target audience, goods and services to be rendered and type of content as a part of marketing communication to be served. It increases the market opportunities, and economy expands. While it happens, new jobs are also created and unemployment decreases. Hence, big data not only helps companies, but also plays a role of invisible hands to let economy grow and increase in employment. So, it is a case in favor for the use and application of big data.