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In this digital computer-based ecosystem, governments use mechanisms of data extraction which are barely identified by citizens. Therefore, among the data extracted from institutional e-platforms, computer-based transactions play an important role in this process. This research study aims to shed light on the data mining techniques used by governments and public institutions, identify which are the most commonly used, and expose the privacy risks they may pose to citizens. The chapter is made through a systematic literature review with two main keywords: “big data” and “government.” This study intends to answer the following research questions: What are the key techniques used by governments to extract data? May these tools pose risks to citizens?

This chapter will address the issue of online sales in the fast fashion sector, specifically Zara, the flagship brand of the Inditex textile group. Since 2012, Zara has been working on a plan to close, restructure, and optimize its physical shops, a process that was accelerated in 2017, and which has been affected by the global pandemic that began in early 2020. These two events have caused online sales to exponentially rise with, in turn, the percentage of returns. This is the objective of this chapter: to analyze where Zara is in terms of online sales and returns and how, through digital marketing and the application of tools such as big data, it can reduce the large volume of online returns that it has to deal with.