In master's thesis is analyzes and describes the emergence of Big Data in a general sense, as well as their analytical importance or role in numerous business sectors. Data privacy protection is particularly analyzed and problematized in the context of the application of Big Data technology solutions. After the theoretical part in which the basic characteristics of Big Data are given, follows the research part of this paper. For the purpose of the paper, an online survey was conducted in the territory of the Republic of Croatia. The survey was primarily concerned with the application of Big Data analytics in business and the protection of personal data given the emergence of the EU's GDPR General Data Protection Regulation. Also, in the last part of the paper are graphical representations of conducted research. The survey found that the application of Big Data analytic solutions in business greatly influences the improvement of business operations and the achievement of competitive advantages, but also increased the awareness of citizens about the needs and importance of protecting personal data. At the end of the paper, a critical review is given and conclusion on the basis of the comprehensive research carried out and the data collected.