Having big data does not automatically make marketing better. However, there is potential in it. Big data is the marketing secret ingredient, its raw material, and an overall essential element. It should be noted that it’s not data that is so important in the data marketing strategy but rather the insights derived from big data, the decision was taken with it and the people’s perception on the different ways the data ways the data is used (Leetaru, 2017). Most consumers have the negative view of things due to the revelation that their information can be used in some sort of mischievous way as in the case of Facebook and Cambridge Analytica without their consent. In such a way, lawsuits involving the use of big data will increases as people will try to safeguard miscues of personal information by marketing and analytical companies. Breach of contract is the greatest undoing in any business marketing.  Big data marketing entails contractual arrangements. The case of Facebook involves contract breach. In such a way people will avoid making contracts with parties who will not abide by the contract agreement. With this, the work of big data marketing will be significantly impacted. If the consumers of data get to know that about chances of contract breaches trust will lower and marketing will be made more difficult (Mittelstadt & Floridi, 2016).

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