The latest big data challenge is managing the big use of data. Companies are establishing evidence-based cultures whereby employees pervasively use data to make decisions; and they are automating business processes across the enterprise with data-fueled predictive algorithms, machine learning, and cognitive bots. When it comes to data about people—customers, employees, end users, and the public— is companies’ management of data use keeping up?
Even if it were as straightforward as “keeping up,” it would not be easy. Laws and regulations that protect personal data are insufficient because they were formulated to protect static data, not data in use. But further, most companies have not yet established cultures of acceptable data use, and they are not ready to do so. Companies need a grasp on the possible to define what is acceptable; and to achieve consensus and buy-in on appropriate action, companies must first consider the perspectives of myriad stakeholders inside and outside the firm.