For over two decades, our appetite for data has led us to create and invest in a lot of technologies such as NoSQL and SQL databases, streaming services, machine learning, data warehouses, etc. There is a constant demand for this information – 97.2% of businesses are investing in big data analytics and AI solutions. Nevertheless, not all the collected data carry the same weight. Only particular pieces can be used to identify an individual. Hence, it must be viewed as sensitive material. This would require special attention when isolating and safeguarding it from non-sensitive app information.