Big Date: Das nächste Zukunftsthema nimmt Gestalt an

Bisher können die Deutschen, auch die Marketing- und Wirtschaftsexperten noch wenig mit Big Data anfangen. Ja klar, es gibt immer mehr Daten, aber wo ist das Problem? Doch Big Data hat das Potential, Wirtschaft und Gesellschaft zu verändern.

Big Date: Das nächste Zukunftsthema nimmt Gestalt an
Big Date: Das nächste Zukunftsthema nimmt Gestalt an

Seit Jahren wächst die Menge der gespeicherten Daten weltweit rasant an. Das liegt zum einen an der Ausbreitung mobiler Kommunikation. Bei jedem Handyvorgang wird Ort und Zeit gespeichert; könnte man diese Daten auslesen, dann hätte man ein genaues Bewegungsprofil des Bürgers und Konsumenten. Immer mehr Einkäufe werden direkt über das Internet oder mit Hilfe von datenspeichernden Bezahlt-Methoden abgewickelt. Hätte man diese Daten zur freien Verfügung, dann könnte man das Kaufverhalten der Konsumenten besser einschätzen und genauer steuern. Würde man die Bewegungsdaten und die Kaufdaten in einer große Datenbank zusammenführen, dann würde prinzipiell die gesamte Persönlichkeit auswertbar und gestaltbar.

Die umfassende Nutzung von personenbezogenen Daten, um noch besser und genauer Marketing zu betreiben, ist eines der Ziele von Big Data. Hintergrund ist auch, dass die bisherigen Datenmengen in insolierten Systemen vorliegen und deren Ausweitung an der großen Menge und an den fehlenden Verknüpfungsmöglichkeiten scheitert. Diese Potential soll erschlossen werden, Datenschutz und einige besonders für Deutsche typische Hemmnisse, müssten nach Ansicht der Big Data Freunde abgebaut werden, damit Deutschland nicht auch in diesem Handlungsfeld hinter die amerikanischen Internet-Firmen zurückfällt.

Doch es muss sich noch zeigen, ob das große Zukunftspotential, das man gegenwärtig Big Data zuordnet, Bestand haben kann. Erkennen die Bürger und die Verbraucher, dass die umfangreichen Datensammlungen und Datenauswertungen über ihr Verhalten ausschließlich für kommerzielle Interessen genutzt werden sollen, dann könnte auch die Bereitschaft schwinden, sich mit grenzenlosem Vertrauen der schönen neuen Big Data Welt zu verschreiben.

Bildnachweis: © Dreaming Andy – Fotolia.com

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