Gooood morning! My name is Esther Marie Colvin. I am working on an assignment in MBA 630 Strategic Marketing. The assignment is to do the following: Analyze the use of individual consumer Big-Data by big tech firms and the impact on society. Support with cited research. (Amazon, Google, Apple, Microsoft and Facebook). Please assist me. Directions

From the United States, to Europe, and China, big tech firms are under scrutiny of government regulators around the world. This includes companies such as Facebook, Amazon, Google, and Alibaba. These firms have grown into cross-border giants that pull in massive funds from advertising and sales. The major tool they use is consumer data analyzed through big-data engines to target communication to individual consumers.

Regulators have two major concerns. The first is that these firms are collecting data on individual consumer behaviors. The second is that these big tech firms are using their data advantage to push smaller, more traditional, businesses such as retailers, banks, finance, and advertising out of the market place. The Big Tech firms have argued that they provide value to the market, often at no cost to the consumer.

Europe has been much more aggressive in protecting consumer data requiring an "opt-in" by consumers for firms to use individual data. In the U.S., companies are free to use the data they collect on consumers to target advertising and products. In China, there is a fear that the data collected is shared with the Chinese government.

New data trends are emerging. In the U.S. over 30 million people have given their DNA to companies for health and heritage information. While these firms have privacy policies, DNA data is already being used by some big tech firms. DNA can be predictive of some human traits