Two of Big Data’s current challenges include the enactment of appropriate laws and training new generations in the proper use of these technologies. Jesús López Fidalgo, director of the Statistics Unit of the Institute for Culture and Society and a specialist in Big Data at the University of Navarra, argued along these lines as part of the Safe Internet Day, which takes place on February 6.

"We do not have to be afraid of Big Data, but it does require prudence. Increasingly, any activity we do is recorded. It is true that challenges in terms of privacy arise, but when the tool is used well, it can be hugely beneficial to all citizens,"he said.

According to López Fidalgo, one of the clearest examples of this is Google, which is based on large amounts of data turnover. "When we conduct a browser search, it takes individual searches into account and provides us with relevant results according to our profile," he explained.

Monitoring customers’ needs and demands

He also indicated that so-called Big Data has an economic function for companies: "Companies need to take advantage of their data to remain competitive.”

"Knowing the needs and interests of potential clients can be very beneficial for everyone. With the analysis of Big Data, you can follow up on customers’ needs and demands almost in real time,"he said. In addition, he recalled that, apart from the private sector, it is also very useful for public institutions such as hospitals and for research. Finally, he stressed that Big Data "has brought along a new culture of greater transparency and new ways of relating to others."The fact that messages and images are more exposed "makes us more prudent and restrained with what we write and talk about,"which is still a good thing.