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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