Companies are tracking customers' information more and more to know when, where, and why they are buying products and services.At the same time companies are getting in trouble for data breaches in which customers information is potentially being used for identity theft.

1. Explain the importance of understanding a customers' buying habits by collecting data about the customer.
2. Explain why data breaches of data cost the company so much money. Use examples to support your position.
3. Lastly, determine if there are better ways to manage data and if there truly is a return on investment for such big data analysis.
4. What are the emotional situations that can be created to cause a customer to buy a product, service, specific brand, or shop at a specific store.