Some people ague that cons of Big Data outweigh the pros of Big Data with privacy or identity theft. From a PRSA point of view, that can be argued. Watching people’s information does not necessarily mean identity theft will happen. It will help discover new mania in today’s world, as well as analyzing competitor’s ideas. Observing these things would not cause harm it would only help businesses.
For example, Target can find out who their pregnant customers are before anyone else by the customers purchases and by their behavior. In this case, Target is smart for using big data to better serve their customers. Big Data is just a bundle of information that can be either good or bad, it just depends on the way you use it.