For example, retailer can predict whether a shopper is a pregnant through analyzing her recent shopping records with other personal information. It is even possible for BDA to predict the due dates of the pregnant shopper. Then the following marketing activities for her will tend to recommend a series of maternity products. Other people, especially family members and close colleagues, are likely to learn she was pregnant before she had made this private information public, thereby leading to an embarrassing situation. In this case, the BDA played a role in breaching individual privacy, although the user of BDA didn’t mean to do
