Is data a trade-off between privacy and personalization?
When asked in surveys, users state they would rather have online privacy than personalised services and recommendations. Yet most users actively expect Amazon recommendations, Sephora EDMs or personal attention from Krisflyer. People don’t mind connecting with Facebook or Twitter on e-retailer websites, and will voluntarily share information with brands they believe in.
So is it not about privacy at all but about honesty and respect? Be honest with your customers about why you want their data, show them the clear benefit to them – and then leave it to them to make an informed decision. Value exchange, in short.
Or is it about education? What most people think of when they worry about privacy is PII data (eg: Apple ID), which is regulated quite stringently. Ironically, the most visible and unsettling manifestations like Trip Advisor ads use nothing more sinister than cookies. So is privacy a matter of managing perception?