 My name is Rena Jacob-Peshmir-Rohaz and I'm here to talk about big data or big hype. In our new knowledge society, one of the issues we're facing is how to deal with this big data. We're collecting data from all over the place about Facebook, Twitter, blogs, media. Everything we do is being traced now in a digital way. So we're thinking about how to deal with this amount of data. Research has shown that information today available can be used in different ways. So sectors are looking now into the amount of data they have been collecting over the years in different silos. So we will have business units in different organizations using customer relationships data. We will have financial information, non-financial information. So the idea of big data is collecting all this information and making analysis that could help organizations to move forward and actually to adapt to the new issues that we're facing. Organizations also have to deal with the debate if having enough data, how they're going to deal with the privacy about this data. Organizations are starting to collect information about consumers, the users. So everything has been traced now. So the debate is about how organizations are using our personal data to make their businesses better or to build solutions to make society better. I think organizations are also thinking about if this kind of data that they're using can be used also in different ways, not just about the organization but also make it available to governments to change policy. So big data is actually moving the economy, it's moving society, it's moving governments. So it's moving it also in a positive way and not in a negative way.