"Powering Great Commerce" News

The Privacy Conundrum: Why Locking Down Your Data is a Tough Choice

Posted by Michelle Johnson on May 22, 2018

There is a special debate surrounding who should have access to your data and what constitutes a violation of privacy when using a company's website or smart devices. But in order to continue enjoying the user experiences that you've grown accustomed to in today's modern technology world of smart devices, voice search and AI-powered devices, you may have to accept that data and privacy is something you may have to give up. Here's why:

Data Gives Access to Relevant Information

google-duplex-AIBut without access to your privacy or data, much of the experiences you can take advantage of and enjoy would disappear. For example, Google's AI-powered assistant Duplex would not have been able to make a call to demonstrate its capability to schedule an appointment for a haircut while interacting with a human without scripts during Google's I/O keynote had it not had access to Google's huge collection of data on its users. Without relevant data and cookies, Google would not know which advertisements or promotions are relevant to show its users who may have shopped on one website, opened up an email or searched for a particular product.

It Helps Provide Better Recommendations

Today, machine learning and AI-powered programs and devices are helping companies make better recommendations for their customers. For instance, Stitch Fix leverages machine learning and AI to recommend better products for its customers. Stitch Fix helps its stylists save time with picking outfits that their customers will likely want with the help of their AI-powered systems so that the stylists aren't wasting time searching for products that are irrelevant to customers.

product-recos-juicyTo provide enhanced recommendations, the company keeps a vast database that has everything about their customers, including measurements, the fashion risks their customers are willing to take and their feedback history. Moreover, the company also is able to test for bias and determine other factors, such as age and an image of a client, which can impact the customer's decision to purchase clothing options. This information is readily available and helps to streamline the recommendation process while facilitating the company's mass customization business model.

Access to Consumer Data Provides Convenience

GIF 1 small-1

Consumers want to receive information, products and services faster the more advanced technology gets. Yet, the convenience of having products delivered to your door faster or services that can be accessed any time of the day often comes with a price. To facilitate these requests, the companies that provide these services, products and information must have access to information about the people they are providing these services and products to.

Final Thoughts

While data and privacy are certainly valuable and should be protected, the conveniences that access to this information brings requires access to consumer data. Thus, making the decision whether or not to lock down data from the devices and sites you use is a difficult choice. It is a matter of deciding which is more important: maintaining complete privacy or saving time and money to get the services and products you need.

Business leaders can help consumers make these choices by being more transparent with what their data is being used for, how it's being used and informing them of who has access to this data. Moreover, providing this information in a clear and easy-to-understand language can help consumers better understand how their data will be used faster. This helps to further efforts of transparency and to build trust so that customers can make a more informed decision about sharing their data.

New call-to-action

Onestop Internet's performance marketing strategy for partners includes analysis, identification, and targeting of online customer segments. Our ecommerce experts can tailor your offering to the shoppers who are most likely to engage immediately with your brand, and we use cutting edge consumer research to build descriptive audience profiles that inform creative design, merchandising and promotions.

Topics: privacy, GDPR, data, Digital marketing, Advertising, Ecommerce, AI

Subscribe to Email Updates

Popular Posts

Posts by Topic

see all