• by Wayne Friedman , Staff Writer, July 24, 2013

What are the threats to big data moving foward? Consumers and company protection of their data.

Speaking at OMMA Data Driven Marketing, Nishat Mehta, executive vp of global partnerships for dunnhumby, said a big threat comes with mobile collection of data. “Consumer owning data will be first party data.” That can include location, diet and fitness data that are own by consumers mobile devices.

Another threat: Andy Leinicke, senior marketing manager of Intuit, believes that “entities being super protective of the data they own." His recommendation: “Don’t boil the ocaean. Focus on something that makes an impact.”