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IS & Society (Privacy (Who collect what information (and when) for…
IS & Society
Privacy
Who collect what information (and when) for what purpose
Do you really enjoy “free” online service?
Consumers tradeoff between personalization and privacy
Cannot enjoy more personalized services without “paying more”
The Dark Side of Customer Analytics
Trust
Shortsighted
Insurance company is ONLY stranger – no trust
between customers
Lost trust in customer – corporate image suffers
Loyalty is very hard to win – protect customer data
UNintended and UN-contemplated use of information in UNrelated industry
Transparency
Governance of data usage
Knowing you intimately without your knowledge
Allowing customers to opt-in or opt-out data-sharing arrangement
Accuracy
Data – source of competitive advantages
May buy groceries for others – correlations
may be flawed
Limited information at best and inaccurate at worst – misleading conclusions
No proven causal relationship between purchase of certain foods and fewer health problems
Internal transactional data are much better
Recommendations
Do NOT violate customer trust/privacy when performing business analytics
Always ask: would customers feel comfortable with data-sharing arrangement if they knew about it? Or “front page” test
Keep win-win in mind