Law360, New York (August 5, 2013, 12:50 PM EDT) -- 2013 is the year of "big data" and the collection of information through behavioral tracking and mobile apps for consumer behavior analysis. The collection and analysis of consumers' personal information and behavior, amassed in big data, are necessary for companies to remain competitive in the contemporary marketplace of targeted advertising, personalized offerings and customized services. The amalgamation and analysis of this personal data raises significant privacy concerns and may result in costly litigation and/or penalties for companies if not handled with care. This is evidenced by over 200 privacy class actions that are pending around the country and the Seventh Circuit's recent class certification consisting of 10 million class members in a consumer privacy lawsuit against ComScore....