The technology of data analytics attains a huge boon to both people and companies bringing personalized service, detection of fraud and abuse, efficient use of sources and prevention of failure or accident. Current improvements in analytics and big data era have widened the space between what's viable and what's legally allowed, converting the stability of power among individuals and the data collectors. Inside this gap are new possibilities along the dangers of public relations failures and accidental results. And it's miles inside this gap where the ethical questions around what is appropriate are raised.