In one of their blog posts last year, umbel.com attempted to explain what Big Data really is, and in doing so offered simplistic, boiled down summaries of what “Big Data” means and how it gets used. The crux of their argument seemed to be this: Big Data isn’t bad, it’s super prevalent, necessary, and plenty of companies are taking strides to develop data rights and become increasingly transparent.
I don’t know about you, but considering the current state of incredibly long and hard to understand “terms of service” and “privacy policy” documents, to me that sounds like a hunk of BS. Lets take this point by point, shall we?
1. Big Data is confusing: Yes, definitely agree with this one.
2. Big Data is overwhelming: Sure, I can totally get on board with this one too. Its pretty difficult to imagine (and come to terms with) the fact that everything you do online–from liking that girl’s picture on Facebook to googling new shoes or looking up that video tutorial on youtube–is all tracked and stored, not only within the individual platforms on which you performed that action, but then shared to virtually any other company that your original destination (like Facebook) deemed a “third-party” with whom they do business with.
3. Big Data isn’t actionable: Here’s where things seem to go a little south with this blog post. The writer claims “what big data does–revealing previously unknown connections between behavior, time, identity and lifestyle– doesn’t always have a clear next step…” If you notice the words I bolded, especially “identity” and “lifestyle” you may just begin to understand the kind of information Big Data includes. And of course this kind of information is actionable; why else would it be collected? A major factor of Big Data, when it comes down
to it, is the ability to create large complex dossiers on individuals that are tied explicitly to them in order to understand better what you will and will not buy, and how best to convince you to consume various products and services. Companies collect and then sell incredibly private information about you, including your medical history, various dislikes and likes, and generally who you are and what you do in your day-to-day life. Remember that one time you googled that embarrassing bump you weren’t sure was a wart or not? Or how about that time you googled STD symptoms after a sketchy one night stand? Maybe a few years ago when you looked up the ingredients of a bomb because you were legitimately curious? They’ve got that all stored and tied directly to YOUR name and YOUR identity. They also gain access to your “click stream,” which basically means they watch, record and track every site you go to, how long you stay there, and where you go next. And the scariest part is this mysterious “they” I’m referring to can apply to almost any company, anywhere. And you wouldn’t even know it.
4. Big Data is Expensive: Well, I can’t really comment from an economic point of view on this. I don’t have any way to tell you how much it costs these companies to collect all this data but I can say from a logical point of view that it really can’t be that expensive when virtually 
every company–big and small–is doing it. Remember angry birds? (Of course you do.) Well that app (or, rather, the company behind the app) was going into your mobile phone and tracking your location after you were done shooting multicolored birds at some smug pigs, likely selling it off to whatever third parties they saw fit. So sure, maybe big data is expensive to collect, but considering even a small mobile-game maker can do it, its price tag doesn’t seem like a very big deterrent to its use.
5. Big Data is Rarely Explained In Understandable Terms: Well, here I most definitely agree. But what I don’t agree with, and find somewhat troubling, is the following quote: “DMP, CRM, Hadoop, batch computing, second-party data, data rights management: those aren’t your typical Internet acronyms. Instead, they are very serious, very meaningful terms that can seriously increase company revenue” Hmm.. well, thats great for businesses, hurray for revenue increases! But what about the average consumer, why isn’t anyone looking out for
us? Trust me, I get it, I get that this society is capitalistic and its all about the money and that’s all it it’ll ever be about, but its kind of disheartening when a post that seems like its supposed to educate and explain Big Data doesn’t see the need to do so on behalf of the people its affecting, but instead for the companies that can stand to profit from it. Of course companies make bank off of Big Data, it seems like it would be almost impossible to have all this information of millions on people and not be able to use it in a profitable way. But its also alarming to realize that companies you’ve never personally interacted with know exactly who you are, what you like to eat, and where you’ll be every Thursday morning. But hey, who cares, at least they’re making more money right? (Cue eye roll)
6. Big Data isn’t Legal (Or is it?): This is probably my favorite point because after the header the writer goes on to say “It is – though the courts are stepping up their game”. Maybe I’m just picking up on a tone that isn’t there, or maybe I’m just getting heated from sifting 
through this explanatory-post-that-doesn’t-actually-explain-anything, but to me it sort of sounds like the writer is inferring that the courts taking action isn’t necessarily a good thing. Lets keep in mind that this post was written in 2013. Its now 2015, and objectively it seems like the issue has only gotten worse. I was listening to a 60 minutes segment that talks about data privacy and was annoyingly not shocked to hear an executive from a data collection company claim that regulation would hurt the industry and cause major economic problems. I’m going to go ahead and call major BS on that; my guess is that his companies and others like it are lobbying as hard as they can with all that questionably attained big data profit to reject any oversight or governmental regulation, that way they can continue following you around the internet logging everything you visit, submit, read, like or comment on and put it together in a nice neat file with your full identity and sell it off to the highest bidder.
7. Big Data Looks Like Excel: No comment on this one.
8. Big Data is Too Big: The author writes “Indeed, processing all of the data that is out there is much too large a task for any one company. Then again, that isn’t the point of big data.” I’m going to go ahead not so respectfully disagree. Sure processing all that data is too much for 
one company to process, but lets keep in mind here that its not just one company doing it. Its virtually every company and their various third party affiliates sifting through your online activities and compiling them together, sending it to one another upon request, adding to it and sending it forward once more. Its not like there’s just this one guy sitting in his office watching you switch between researching a new watch and browsing buzzfeed: its a gazillion computers, almost all companies have them, and you can’t escape it.
9. Big Data is Like Big Brother: BINGO!!! Finally. The author admits that “Unfortunately, some big data does function this way, often third-party data.” Sadly following this startling epiphany the author then continues to say, “However, first- and second-party data are building the foundations of a digital data democracy in which users own their data and decide to which companies they want to grant access. This is being spearheaded by companies like Umbel, Facebook, Apple and more, as well as encouraged by the White 
House.” Alright, let me take this one step at a time. First and second party can definitely be useful and necessary to a company’s efficiency and ultimately a customer’s satisfaction while using that company’s services and products. First and second party data, however, is still personal and private data on you, and in no shape way or form do users actually own this data, and nor do they ever have the ability to decide which companies will see it. Let me ask you something, seriously sit down and think about this for a second: Have you ever, in the history of everdom, had a website ask you whether or not they could collect your data? Has Facebook ever personally asked for your permission to blast a fake update of you “liking” some random company or product onto all your friend’s newsfeeds? (Newsflash: This happens all the time. I’m putting money on the fact that your friend doesn’t like target enough to like their Facebook page, or that your friend’s mom who runs a marriage counseling service likes the Ashley Madison affair Facebook page. Yes, that actually happened.) You don’t own your data now, and unless some HUGE regulations and changes are made, you never will. So, Umbel, you can put that in your pipe and smoke it; if you’re claiming that Facebook is ever going to allow users to own their own data, I’m assuming you already have.
10. Big Data- You Can’t Escape It: Lets have a round of applause for the writer! Oh wait- I spoke too soon, apparently ” it is possible to escape big data”. I’m going to go ahead and say that the word “possible” can also apply to humans flying–just because no one has been able to do it doesn’t mean its not possible one day for it to happen. (Cue eye roll #2) The author references a woman named Janet Vertesi who “stopped big data from finding out she was pregnant. It’s quite the epic tale.” Uh, does no one else see anything wrong with that? That it required steps and procedures the author deemed as “epic” just to keep prying internet eyes 
from knowing she was pregnant? I don’t know about you but it makes zero sense to me that someone would have to jump through massive hoops just to keep a private medical status secret from “big data.” So sure, for now escaping Big Data may be “possible” but thats only if you have the time, knowledge and wherewithal to actually do so. Typically subverting Big Data also means using anonymized networks, setting up VPNs to send your ISP darting around the world perpetually. But even these techniques have their shortcomings, and sometimes they only call more attention to you once you’ve mysteriously fallen off the grid. Just like our author states, “However, as the Internet of Things grows and more items become interconnected, including your toothbrush, cup, ceiling fan and more, avoiding big data collection is going to become increasingly more difficult.” I seriously wonder how much more difficult than virtually impossible subverting Big Data can be. These days, if you truly want to avoid having every detail of your life scooped up and sold, you’re going to have to do it 50’s style and ditch the internet completely. So good luck with that.
But wait, there’s more! Our author kindly informs us “But there is good news: who you allow to collect your data is going to be up to you. At least, that’s the end goal behind drafting and enforcing data rights. In the end, big data is going to create a more convenient, enjoyable online world.” If you say so, but I won’t be holding my breath, especially considering most companies are fighting tooth and nail against any of that ever happening.
want.” CBS News defines them as “collecting, analyzing and packaging some of our most sensitive personal information and selling it as a commodity…to each other, to advertisers, even the government, often without our direct knowledge.” FYI, I’m not talking about Facebook anymore. No, this is that mysterious “third party” that you’ll find in nearly every TOS you’ve ever agreed to, it’s the all-knowing “them” I’ve referred to in every post. The CNN article introduces one such company called Acxiom. In an interview with the reporter, Acxiom CEO Scott Howe proudly offered the above quotes I used as a definition for data brokers while going on to explain the necessity of his company’s services. Thankfully, the article’s author goes on to report the many potential issues with these data brokers, particularly these following points:
y by anyone savvy enough with a computer to get into whichever data mining company they so choose. A security researcher from Dell SecureWorks explains that, “just basic information…can lead predators to potential victims… That’s a common scenario, actually.”
The funny thing about these data brokers is that they seem to float in this mysterious grey area, a giant legislative question mark surrounds what they do and how they do it. There’s no federal regulation encouraging them to encrypt the information they have on you or otherwise keep it protected. CBS News explains that data brokers have always been around, but have grown immensely in vo
lume as of late. What used to be somewhat harmless collections from surveys and phone calls has become malicious and dangerous. The author explains, “No one even knows how many companies there are trafficking in our data. But it’s certainly in the thousands, and would include research firms, all sorts of Internet companies, advertisers, retailers and trade associations. The largest data broker is Acxiom, a marketing giant that brags it has, on average, 1,500 pieces of information on more than 200 million Americans.” Can you even imagine what 1500 pieces of information on you would look like?
Essentially, data transparency is the ability of consumers to know and understand what information is collected on them when using an online service and how that data will be used.
Crystal Clear 