To use an app to on any Smartphone, user permission will be requested for on any mobile operating system (Android, iOS, or Windows).  These permissions unlock the full functionality of the device, and the permissions will relate to how the app works. For example, a call app will need access to your contacts list, and a gallery app will need access to your camera.

In some instances, some apps may ask for permissions which have no relation to the purpose of the app. This can be a music app asking for access to your messages. Apps that request for irrelevant access likely working with third-party companies such as analytics companies to gain access to informational data.

While you may not be comfortable with this, Data Governance laws ensure that a user’s privacy is protected by removing any trace of your identity. To make apps work better, the data that is gotten from your Smartphone is used to improve the app and also promote target advertisement.

The use, protection, and maintenance of any data gleaned from web browsers, Internet of Things (IoT), and Smartphones is something a student will learn before achieving a Masters Degree in Business Data Analytics.

The Advantages

Among the seemingly endless list of apps which are available on mobile marketplaces like the App store and the Play store, an estimated 70% of these apps provide data analytics companies with data. These data are used to observe social media activities, monitor app usage and also promote adverts which are suited to each person.

A profile is built around each data from a Smartphone in order to aid developers to provide services which will offer more benefits to a particular user.

The data which is gathered from users can also be used along with hardware permissions such as microphone access and camera feeds to offer a more personal touch to the use of each app by a client.

Roger Hurni also states that the use of geo-location technology with an app is the easiest, fastest and most efficient way to get a beneficial event such as an offer in a store which a user is close to. This also helps small businesses to reduce their expenses by providing them with info for their targeted ads. This was while talking to journalist Jennifer Lonoff Schiff’s in “7 Ways Small Businesses Can Benefit From Mobile Apps” on

The use of data obtained from Smartphones is legal if it used for determining the best-targeted adverts, market research, government research, geolocation targeting, etc.

The demerits

Ensuring that the privacy of a user is secure remains a top priority in the world of data analytics. Any information which contains personally identifiable information (PII) needs to undergo de-identification, especially in a developed country. There are regulatory controls in the United States such as the patriot act and the Health Insurance Portability and Accountability Act (HIPAA) which guard against the spread of data which could aid fraudulent activities against a user.

For a definition of what a PII refers to, the HIPAA’s Privacy Rule offers the most comprehensive. In the healthcare industry, a PII is known as protected health information (PHI). The HIPAA’s privacy rule also extends to third-party vendors that interact with any healthcare establishment, healthcare providers, clearinghouses, and health insurance companies.

Information such as vehicle identification numbers, social security numbers, account numbers, first names, last names, and addresses are under the protection of the privacy rule.

The protection of data in other sectors, outside the healthcare sector, also follows similar procedures to the privacy rule. Unlike in the United States, there are countries where there are no laws to protect user privacy. According to Nathan Vanderklippe, a legal writer, he states in his article titled “China Collecting Sensitive Personal Data Through Android Apps: Report,” that some search engines such as Baidu collect data which can be used to identify a user

He then explains that according to the laws in the country, the search engine company provides government authorities with access to the data they collect.

This means that with access to comprehensive data on a user, the profiles built can be personalized. Affected may not only be Chinese citizens but U.S. citizens as well will have their information passed across to the Chinese authorities.

With this problem looming, it would be best to use apps which follow government protection laws and only provide data to analytics companies. While Google is still coming up with techniques to filter apps which request unnecessary permissions, this is the path with the lowest risk.

Brian Reigh in “Google Can Tell Which Apps Are Asking For Too Much Of Your Private Information” on, he states that there is a machine-language from Google which will be able to categorize apps using the user metrics, text descriptions, and other metadata. This reduces errors when creating categories.

Maryville University’s Master Degree In Business Data Analytics

Maryville University’s online Master’s of Science in Business Data Analytics degree produces experts in business analytics who are currently in high demand by companies. As students become graduates, they are ready to work as data governance specialists, data scientists, or statistician.

What Maryville University teaches students is the monetization of data, decision making using analytics, handling data sets, and creating various infrastructures. As graduates, they will have undergone training on how to use analytical tools along with operational data from businesses.