译文作者：洪飞飞;责任编辑：宋星
大家好，我是洪飞飞，大数据观察(Big Data In World)的特约编辑。这篇文章是一篇美国较新的介绍大数据应用的文章，由我翻译给大家。为了保留原来的味道，我没有去掉原文，请大家相较查看。
The Dark Side Of Big Data
大数据的阴暗面
By Sue Poremba(作者：休.Poremba)
There is a lot of talk about the benefits of big data, but there’s a dark side, too.
目前有非常多关于大数据带来的益处的讨论，但同样大数据也存在阴暗一面。
“There is a difference between what we want to measure and what we can measure. And we need to be on guard that we don’t confuse the two,” said Kenneth Cukier, co-author of the book Big Data: A Revolution That Will Transform How We Live, Work, and Think, in a Yahoo News article.
《大数据》这本书在一篇雅虎新闻文章中被认为是一场改变我们生活、工作和思维方式的革命。这本书的合著者之一肯尼斯·屈里耶指出：我们想要测量的和我们可以测量的之间总是存在着差异，我们必须确保我们没有将二者搞混。
Any data can be measured, but what enterprises have yet to adequately explain is how that collected data will one day be analyzed and potentially used. This is what has consumers and employees concerned.
任何数据都可以被测量，但是目前企业还没有充分认识到的是将来怎样将已经搜集到的数据进行分析和潜在应用。而这才是客户和员工关心的。
“Analyzing customer data to pattern behaviors is not a new concept, though it has become increasingly popular, driving awareness and visibility,” says David Baker, senior manager at Navigate, a management consulting firm. “With the reduced cost of data storage, user-friendly analytical tools, and an increase in the amount and type of data collection points, the use of business intelligence by companies goes far beyond the marketing department. Organizations are identifying new ways to leverage big data every day–and the increased capability to both broaden and deepen the analysis leads to evaluating very private aspects of our behaviors in ways that we never imagined.”
一家名为驾驶的企业咨询管理公司的高管大卫.贝克指出：通过分析客户数据来模拟客户行为并不是一个新的概念，然而却变得越来越受欢迎，被广泛认知。随着数据存储和好用的分析工具成本的降低，以及越来越多数量和类型的数据搜集点，公司对商业智能的应用已经远远超过市场营销了。相关组织正在确定新的方式来支持每天的大数据，并提高能力用我们从未想象过的方式来扩展和深化对我们行为中非常私人的因素的分析
Data is already being used to predict future or likely behavior as it relates to areas such as customer habits, election trends and insurance risk, says Baker. Companies use data to understand customer profitability, framing service levels to drive retention or minimize financial loss.
贝克指出：数据也被用来预测未来或者可能的行为，涉及到的领域包括客户习惯、选举趋势和保险风险。企业也用数据来了解客户的收入水平、框架服务水平从而推动自留额或减少经济损失。
“As tools mature and increase the capability to capture historical data from social media platforms, profiling could take place without personal interaction,” adds Baker. “There are many implications–positive and negative–for how employers, physicians, institutions, government agencies and law enforcement could use this information.”
贝克还指出：由于数据采集工具从社交媒体平台采集历史数据的能力的提升和成熟，不需要人际互动就可以产生模型。企业主、医师、大机构、政府机关和执法人员如何使用这些信息将会导致许多方面的影响，包括积极的和消极的。
Big data is a boon for media outlets. Netflix, for example, uses big data based on its customers’ habits to predict topics that would result in popular original programming.
大数据是媒体的福音。比如Netflix公司就用基于客户习惯的大数据来预测一些让客户喜欢的原创的话题。
Big data also plays a major role in the growth of social media, as Alan Mutter points out in the blog, Reflections of a Newsosaur.
艾伦·马特在他的一篇Reflections of a Newsosaur的博客中指出：大数据在社交媒体的发展过程中也扮演着重要的角色。
“The commercial potential for Big Data is the reason Facebook achieved a record high valuation of $104 billion when it began selling its shares on the stock market,” Mutter writes. “Even though Facebook’s shares tumbled in the aftermath of its clumsily managed IPO, the company continues to gather more personal information about people and their friends than any platform yet devised.”
马特写道：大数据的商业潜力也是为什么Facebook一开始在股市出售其股份就达到了创纪录的高价值：1040亿美金。尽管Facebook在其上市后未妥善经营管理导致股票暴跌，但是他仍然持续搜集了比现有其他任何平台更多的关于人们和他们的朋友们的个人信息。
However, Facebook is a prime example of big data’s dark side. “Organizations like Facebook and Google realize that data has value so they gather increasing amounts of it,” says Jack Vonder Heide, president of Technology Briefing Centers.
然而，Facebook也是大数据弊端的最好的例子。技术简报中心的主席杰克. Vonder Heide指出：类似Facebook和谷歌的公司意识到了数据的价值因此搜集了越来越多的数据。
In addition, Vonder Heide adds, users don’t bother to read the terms of use clauses on websites and don’t realize how companies are using the data they save. Privacy remains a major concern when it comes to big data.
另外，Vonder Heide补充道：用户并不会仔细阅读网站上的使用条款，也没有意识到网站如何使用他们保存的数据。当谈到大数据时，隐私仍然是一个主要的顾虑。
How big data is used isn’t its only concern. As John Jordan points out in a Wall Street Journal article, companies don’t have the right tools for the influx of big data. He states, “For big data to be useful, programmers and analysts also must understand the basics of the industry they are programming for. If the analysts don’t know the business, and the questions to ask, the company risks running down a lot of expensive dead ends.”
大数据如何使用并不是唯一的顾虑。约翰.乔丹在华尔街日报的一篇文章中指出：大数据的涌入后，企业并没有搞定它们的合适工具。程序员和分析师必须要明白他们所做的业务的基本原理，才能使大数据变得有用。如果分析师不明白业务也不知道从何入手来了解(不知道如何提出问题)，那么企业将会有付出惨痛代价走入死胡同的风险。
Corporate leaders are well aware that the explosion of data is not going to subside; rather, it is going to relentlessly continue.
企业领导者很清楚数据的爆发式增长并不会消退，反而会一直持续下去。
“As the big data phenomenon moves into its adolescent phase, as a society we will have to find the balance between the benefits of capturing and analyzing personal data and maintaining personal data privacy,” explains Jim Vogt, CEO of Zettaset, a management platform. “For example, is the trade-off of losing some data privacy acceptable if it helps law enforcement agencies thwart terrorism or other crimes, or are we simply heading down a dark path?”
一家名为 Zettaset的管理平台的CEO吉姆. 沃格特指出：随着大数据逐步发展成长，作为社团我们必须在获得、分析个人数据和保持个人数据隐私安全之前找到平衡。比如，我们是否可以接受这样的妥协，丢弃一些隐私数据来帮助执法者阻止恐怖主义或其他犯罪，还是简单地一条道走到黑?
C-level execs need to be proactive in building trust with their employees and customers, adds Baker. They also need to make sure that the capture and use of big data is well-managed, with minimized exposure and risk. “Establishing a formal process to guide the administration and use of big data is important to secure access, restrict visibility to sensitive information, and enable the business to get in front of potential issues proactively.”
贝克补充道：C级高管(指CEO，CFO等)需要积极主动地和员工和客户建立信任。同时也要确保大数据的获得和使用过程中得到了有效的管理，保证最小的暴露和风险。建立正式的流程来规范大数据的管理和使用对数据安全存取，敏感信息能见度，以及企业提前发现潜在的问题也是非常重要的。
This is not the first time a new wave of technology has delivered benefits while at the same time introducing a new set of challenges to IT leaders in businesses and government, Vogt points out. For example, the introduction of wireless enterprise networks, cellular data and BYOD during the past decade have created similar challenges involving privacy and security for both individuals and organizations. The industry has adapted and gradually developed a best-practices approach. The privacy and security challenges that big data presents can be met by developing a clear understanding of the liabilities, as well as the benefits, and by developing best practices that will help organizations achieve balance between the two.
沃格特指出：新一轮的技术给企业和政府的IT领导者带来效益的同时带来一系列新的挑战，这已经不是第一次了。比如，过去的十年中，无线企业网、蜂窝数据和自带设备办公也给个人和机构在隐私和安全方面带来了类似的挑战。业界已经改变并逐步发展形成了最佳使用的方式。目前如果要解决大数据存在的隐私和安全挑战，必须跟大数据带来的益处一样，建立明确的责任协议和发展最佳使用方式来帮助机构达到两者的平衡。
