Protection of the valuable content stashed in large data storages is an emerging problem. Who owns big data and how to determine its value? How to ensure exclusivity or at least mitigate the risk stemming from the surging need for the use of the information in practice? Małgorzata Jankowska-Blank, head of the legal department at Gemius, advices on how to avoid big data becoming a big problem.
Warsaw, 12 November, 2014
It takes the most popular search engine 15 seconds to return 739 000 000 hits on “What is big data?”. The impressive number of definitions and descriptions may discourage in-depth investigation. But these numbers are indicative of the weight of the phenomenon. For it is a phenomenon, indeed. Whatever the definition at hand, we must all agree that big data is a marvel of todays’ virtual realm, where the real and digital worlds intertwine at almost every level, generating boundless pools of data. This is translatable into actual value of a business – and some considerable profit.
Data: insight into investment
Netflix tapped into this potential and based on it when taking the decision to lay out. The company invested about $100 m to produce 26 episodes of the now famous series “House of Cards”. Thus data analysis brought nine Emmy nominations. The information obtained from social media used to compile the socio-demographic profile of users, the comments they made, combined with statistical data on the audience, offered a chance to assess the series’ potential and gave Netflix the sense that the undertaking is worth the money.