Companies of today need to embrace that data capital is a valuable asset with making key decisions in the company on competitive strategy level. It comes before financial investment on the developments of new services, products business processes. The digital data from their consumers offer better analytical insight on consumer facts with graphs. Every activity which involves digitization and datafication processes data from public, commercial to private sectors. In this article we’re going to look what big data means, why some consumers have concerns and how businesses profit from it.