Statistics and Big Data Case

The purpose of data analysis is to use statistical techniques to analyze available data for the purpose of enhancing decision-making. The rise of Big Data is changing the way business decisions are made and is expected to continue altering the face of business well into the future.  Read the Disney Case in Chapter 1 (pg. 7-8, and pg. 20-21).  Disney uses customer generated data to enhance the customer experience.  What other ways do you think companies use customer-generated data do you think other companies use to enhance decision-making? What are some of the ethical considerations that should be considered when using customer-generated data?  Provide specific examples for each.