Abstract
Big data are analyzed to reveal patterns, trends and associations, especially relating to human behavior and interactions. However, according to the European General Data Protection Regulation (GDPR), which is becoming a de facto global data protection standard, any intended uses of personally identifiable information (PII) must be clearly specified and explicitly accepted by the data subjects. Furthermore, PII cannot be accumulated for secondary use. Thus, can exploratory data uses on PII be GDPR-compliant? Hardly so.
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