Big data analytics is being used by many market participants. PII (Personally Identifiable Information) (e.g., age, race, social security number, address, etc.) plays a vital role in providing user-centric services. Many IT companies collect, store and process PII of their customers by means of various mobile applications. The example embodiments may explain how collective permission gathering through multiple Android applications by same publishers can disclose user's PII by using two new PII risk factors, and determine total risk factor for PII.