Impact of Personal Data Security Technologies on Usage and Development of Big Data in Russia

The present paper investigates the features, problems and possible ways of development of Russian Big Data marketing technologies from the perspective of personal data security questions. Big Data, as one of the most promising spheres, has already captured the attention of Russian businesses that tend to invest more resources in these technologies. In marketing Big Data is primarily based on personal data, however today many experts and simple society members raise the question of personal data usage limitations, due to the possibilities of hacking and privacy invasions. This fact brings up the question of investments’ relevance. The study will cover the main touch points of interrelation between Big Data technologies, used by Russian companies in marketing, and personal data security technologies existing in both legislative and social regulations. The main goal of this study is to make a prognosis of Russian Big Data market prospects by analyzing the existing mechanisms and society and experts’ opinions. Findings of this research might be implemented into business strategies and development planning by specialists in companies of different levels.