According to author Shreya Sharma, with Big Data becoming an essential part of an organization, it is getting harder to balance it with data privacy. Marketers should be clear about the data they are collecting and make sure that data storage and security infrastructure are safeguarded, otherwise it can have serious effects on the company as most consumers expect a company to protect their personal data, and their consuming behavior depends on this. It is therefore crucial to bear a high level of awareness with regards to the significance of data privacy and protection. The responsibility should be seen as norm and not just be restricted to people who are directly involved in mining big data. To know more, please follow: http://analyticsindiamag.com/in-action-how-companies-should-follow-a-data-centric-security-approach/