There’s no doubt that the average internet user has no idea exactly how much of their information is making its way into various company’s Big Data engines. In the vast majority of cases, this information is neither private nor potentially damaging. Unfortunately, most folks don’t realize this. They hear “personal data” and think: “invasion of privacy.”

Again, in the vast majority of cases, that’s entirely the wrong idea. In fact, in most cases, marketing companies want so-called “personal data” for good reasons. They want to give the customer a better shopping experience. They want to know more so they can better sell. That “better selling” means much less inundation and much more targeted advertising. And “targeted advertising” is not a bad thing.

Consider, if you are online, brands will attempt to earn your business. That’s the “free” part of the Internet experience. Nothing is free, so if you want to use services without paying for them, you will need to tolerate advertising. But what sort of advertising do you want? Would you rather get bombarded by a bunch of stuff you don’t want and can’t use, or would you like something that might actually appeal to you?

Should be an easy question to answer…for the consumer. But it’s a much more difficult question for the average marketer to answer. That answer requires a ton of work and research. Well, Big Data makes that work easier and that research much more accurate. You are looking at certain things online because you are interested in those things. If you have yet to purchase those items, chances are you are still interested but a bit unsure. Big Data can help brands help consumers make better buying decisions.

Think about it, if something you’ve had your eye on goes on sale, would you rather know about that, or do you want a massive catalog that lists a bunch of stuff you will never use? Of course, you want to know about that thing you are searching for. That sort of add could directly save you money. It could put money back in your pocket you may have otherwise spent. So, you might want to change your expectations of Big Data. It’s not out to “get ya,” it’s out to help you have a better and more informed consumer experience.