Is Big Brother watching us? The Orwellian vision from the book 1984 is popping up again and again today. But how far do the possibilities of Big Data in the analysis of consumer behaviour really go? How transparent are we as consumers, and how important is this transparency, anyway? What role do data protection and, on the other hand, the consciously data-saving behaviour of users play? We talk about this with a real expert, and we want to know from Charles Godfrey how the balancing act of data collection and data protection succeeds.