Privacy and Insights... Blurred Lines?

The topic of ethics, privacy, fairness and marketing insights is less about if it’s a prevailing issue but more about how greatly is it going to affect our lives as we continue to become a more digitally connected world. I think we all can agree with the simple notion that our lives are influenced in many positive ways by technology and big data. Whether it is the ability to get work done more efficiently or being able to connect with people/organizations all over the world seamlessly, technology has given us power to achieve greatness on many levels. However, the caveat is privacy and boundaries are compromised and in many times non-existent. And as a society today, we want all the benefits and potential provided by big data but are unwilling to give up our rights to privacy because it’s nobody’s to take. But the truth of the matter is we have to be comfortable giving up some of our privacy and protected information because it’s happening whether we like it or not.

I was shocked to see the exhaustive list of websites that are giving away personal data (as seen in the article “They Know What You’re Shopping For”). Whether it is a widely used site like Yahoo to a somewhat random site like Photobucket.com, these companies are willingly giving away their users’ information without us even knowing about it. What’s even crazier is WSJ is on this list of companies that give away personal data, so as I read this very article my information is being passed on to multiple other companies! 

List of companies sharing our personal information... yikes. Source: "They Know What You're Shopping For"

I almost wish I hadn’t seen this because, personally, ignorance is bliss. I don’t necessarily want to know which sites are passing along my personal information, as long as it isn’t resulting in fraud or harassment by companies. I have come to terms with the fact that information sharing occurs and as an active internet user, I just have to be careful about which sites I visit and where I provide personal information. So yes, it is scary and disturbing to know my information is housed in many different places, but this is the price I pay for living in a digitally connected world that is centered on creating insights and delivering tailored experiences. Till this day I get slightly shell shocked when I see a specific advertisement in the Google Search sidebar for a retailer whose site I visited an hour earlier (the only kind of cookie I am not so thrilled about!). This is even more evident on Facebook, where all ads in the right-hand panel is related to a recent Google search or website visit. However, I don't think I have ever actually clicked on one of these ads because it either isn't relevant to me in that moment or I don't want to disrupt my valuable Facebook session. But it’s the world we live in today, and I am okay with it. 

I ordered Domino's two days ago online, and it is still showing up as a Facebook ad!

But I also very strongly believe companies need to use the information they gather correctly and with purpose – something that is likely not happening to the degree it should. For example, if I visit WSJ regularly and my information is being collected and shared, I would hope it’s to offer suggestions on new articles that are most relevant to my past page visits NOT to send spam emails about a new product offering that I have no interest in buying. I also believe companies should not be gathering highly sensitive data such as social security numbers and phone numbers because this is a true invasion of privacy that could lead to really terrible things like fraud or identity theft. 

I also believe people are more willing to accept information sharing when it is for something they greatly value, such as saving money or being in the know about a new and popular product. I can’t even count how many times I’ve filled out a survey or signed up for an email/account to gain access to discounts or sale items. In fact, I willingly provide my information because the benefit of saving money greatly outweighs any privacy issues I may be compromising. On many occasions I have received mail from retailers like Target and Walmart that advertise products that are relevant to my life, such as beauty products and trendy apparel. It is clear that these companies know who I am and are giving me content/inspiration that is tailored to my age group. Some may find this disturbing or “creepy” but I actually appreciate this. If it’s relevant to me and I had to put forth minimal effort to get this level of personalization, I am on board. But it’s a completely different story when I am visiting a site to do research for a class and my information is passed along to research companies without my knowing or consent. Another example is the idea of my cell phone being used as a personal sensor and tracking device, and how me simply browsing a menu for a local restaurant could result in spam email that is a nuisance and disruptive to my life. I want to share my information on my own accord, and if I don’t have a say I necessarily don’t want to know about it. 

It ultimately comes down to what people value and whether they are the ones sharing their personal information willingly or if it is being taken without consent. I value the potential for personalization that big data can deliver, but it has to be in the right medium and on my terms. I truly believe companies and consumers will continue to struggle with the idea of gathering insights based on shared information, but given we are only going to become even more demanding of personalization and efficiency, we have to be okay with sharing information.