Customer Data Designing for transparency and trust.

The Expanding Scope of Data

The internet’s first personal data collectors were
websites and applications

By tracking users’ activities online, marketers could deliver targeted advertising and conten

Though some companies are open about their data practices, most prefer to keep consumers in the dark choosecontrol over sharing, and ask for forgiveness rather tha permission

In a future in which customer data will be a growing source of competitive advantage, gaining consumers confidence will be key

Require companies
and policy makers to move the data privacy discussion beyond advertising use and the simplistic notion that aggressive data collection is bad.

Consumer awareness and expectations

To see how much consumers valued their data we did conjoint analysis to determine what amount survey participants would be willing to pay to protect different types of information,

consumers in the United States, China, India, Great Britain and Germany reveal that they value some types of information much more highly than others.

Digital Communication

Government id

Health history

Credit card information

Purchase history

Location

Contact information

The need to deliver value

self-reported data

digital exhaust,

profiling data

making a product or service better,

facilitating targeted
marketing or advertising

generating revenues
through resale

Trust and Transparency

Firms may earn access to consumers’ data by


offering value in return, but trust is an essential facilitator

Approaches That Build Trust

Facebook has increased its focus on safeguarding privacy, educating users and giving them control

Like facebook, apple has had its share of data privacy and security challenges most recently when celebrity ¡photo accounts were hacked and is tajing those concerns ever more seriously

Apple describes the steps taken to keep people location, communication, browsing halth tracking and transactions private

Enlightened Data Principles

Teach your customers.

Give them control.

Deliver in-kind value

REFLEXIÓN

Me costó un poco de trabajo entender la lectura en un principio pero con los ejemplos que de acerca de Facebook y Apple me fueron de mucha ayuda e incluso las situaciones que mencionan puedo asegurar de que son verdad ya que la mayoría hace uso de ambas aplicaciones con el fin de entrar al mundo virtual pero sabiendo que toda su información estará asegurada, y es lo que al final la lectura trata de enseñarte como las empresas como estas ven por la seguridad de sus usuarios. Al saber esto me doy cuenta que es muy importante que a pesar de que sean aplicaciones hay que garantizarle buenos resultados a los consumidores.

Natalia Yañez Garcia

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