The Promises And Perils Of Big Data

No doubt about it, big data is potentially a big boon for marketers and brand managers, creating huge opportunities for businesses to better understand and connect with their customers. More companies today are collecting and analyzing data flowing in from social media, Web sites, smartphones, bots and other sources, gaining more insight about their customers' lives, habits, needs and desires than was ever possible.

But beware, there's danger in that data. Market researcher, strategist and author Owen Shapiro notes that few business people, including top "C-level" executives, really understand the havoc big data can create for solution providers and other companies if not handled properly.

Shapiro, author of "Brand Shift: The Future of Brands and Marketing," has compiled a list of six ways big data can damage a business. Here's the key takeaways you need to know to avoid a big data backlash.