Mining big data is cheap, but it nets millions for companies that successfully utilize the practice. For large businesses, this means competitors are constantly looking at one another for an advantage. Competing companies can mine information from online activity to undercut other company prices and develop better marketing campaigns.
If a company has a social media site, online store, or other online activities, the information on those platforms can be used by others. Data mining can be incredibly powerful and dangerous for both sides of the field. While it can yield valuable information, it can also open companies up to spending budget dollars in campaigns based off of false information or partial pictures.