One of the methods of appropriating advertisement is targeting though use of big data. The very first thing you must recognize when using big data is that it is much harder to use because of the scope. Big data can easily be misconstrued and the outliers, medians, standard deviations and so on can be represented in pretty much any way you want to support your case.

Take, for example, the stats of a baseball game. When you zoom in on one game and look at the stats of the players during that game, you will only get a small understanding of a bigger picture. Just as one game isn’t representative of a whole season, the whole season isn’t representative of one game.

So when you are targeting a specific group of people(one game) you can’t use the big data(full season) to further your cause. It allows too much of an avenue for blemishing the facts. It allows a company or organization to look at the whole picture and say that an average consumer falls under that category. Be that as it may, it is unfair for that kind of stereotype to be given under those circumstances.

On the flip side, big data can be used in good ways, especially in elections. Big data is all that is used to decide presidential elections as far as the vote of the people goes. Congress, however, is a more focused group and does not take the big data into consideration even though their votes hold far more weight.

Big data is just like it sounds; Big. Therefore, it is hard to handle when there is too much to understand. If you can’t comprehend the statistics being fed to you, you are likely to either denounce it completely or accept it without looking into it further.

Big data is a big responsibility.