In doing research for a client, it is important not to violate the anonymity of the individual from which the data is collected. It is essential to get only the information required to advise the clients of what routes would be most effective when communicating with their target audience without being intrusive. One such example by Kathy Stershic explains in PRSAY:
“While Big Data may be a marketer’s dream, the flip side of individual privacy is coming more into focus. The story of Target advertising to a pregnant teen based on her shopping habits, before her own family knew of her pregnancy and much to her father’s dismay, has already become Big Data legend. The Center for Democracy and Technology, a leading Internet freedom advocacy organization in Washington DC, claims that ‘Privacy is the number one concern of Internet users, and it is also the top reason why non-users still avoid the Internet.’”
In this example, confidential information was identified and broadcasted without the consent of the individual. Therefore, personal information was revealed before the person was willing to share her news. This infringed upon her personal life and broke the bond of trust and it some instances may cause legal repercussions.
http://www.prsa.org/Learning/Calendar/display/6498/Big_Data_IoT_and_Privacy#.Vk_oxfmrTtQ
Group 1 Case Study 
Amanda,
Great post! Keeping the confidentiality of a client is always a #1 priority. Big data can often times compromise this. Thanks for covering this topic!
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This was a well written post! Great description on the differences between big data and privacy.
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