ABSTRACT
The overlap between big data and personal data is becoming increasingly relevant in today's society, in light of the technological developments and, in particular, of the increased use of personal data as currency for purchasing “free” services. The global nature of big data, coupled with recently developed data analytics and the interest of companies in predicting trends and consumer preferences, makes it necessary to analyze how personal data and big data are connected. With a focus on the quality of data as fundamental prerequisite for ensuring that outcomes are accurate and relevant, the authors explore the ways in which traditional and modern personal data protection principles apply to the big data context.
It is not about the quantity of the data, but about the quality of it!
