Businesses are producing massive amounts of data on every aspect of their operation, and big data technologies allow for the collection and analysis of these very large amounts of data. By investing millions of dollars into big data, companies can gain a number of advantages, resulting in the achievement of high customer satisfaction and actionable and insightful strategic moves, thus increasing profitability by gaining large market shares. In our society, tracking someone’s actions without their consent is not considered moral. Some argue that this is an invasion of a person's privacy. The argument is that this type of information is spying. Individuals do not like having their patterns collected and analyzed without their informed consent. Business arguments are that the purpose of the information collected is for internal use in order to develop better products for its users. What recommendations would you make to businesses with respect to following ethical rules in collecting and using big data?

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