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Where is Your Data Coming From?

by | Jul 6, 2019

Facebook privacy issues

Where is Your Data Coming From?

Meaningful data helps companies reach a higher number of prospects and improve customer retention. However, since not all data is reliable, it is crucial to know where the data comes from.

There are many ways to gather data to enhance marketing. For example:

Zero-party data is collected directly from the source and it is freely given to support brand experience, not sales.

First-party data is also collected directly from the consumer through transactions, social media interactions, or website traffic reports.

Second-party data is another company’s first-party data acquired to complement your first-party data.

Third-party data is data gathered from various sources to attain depth and scale. This data tends to be outdated. 

All of the above can significantly improve marketing strategies and therefore, business outcomes. However, ensuring privacy and ethical use of data should come first when working with personal information.

Employers: Stand Behind Your Employees’ Privacy Rights

Employers collect data from their employees, who give it away in hopes of better productivity, benefits, or improved well-being. 

A survey of almost 1,500 C-suite executives shows that only 30% feel they are using their employees’ data responsibly. It is even worse for job applicants, who are willing to share some of their most private information, such as, previous salary and social security number in hopes of securing an interview.

It doesn’t have to be this way. Here are some ways you can ensure your employees have explicit control over their personal information: 

  • Provide a clear and brief consent notice and privacy policy on your career page
  • Bring candidates straight to your career page, instead of through third-party job boards
  • Use your influence to encourage job boards to disclose where they sent candidates’ data and how it is used
  • Develop access controls

Would You Trade Your Social Media for More Privacy?

About 40% of participants of a recent Kaspersky report shows that consumers would indeed give up their social media accounts in exchange for a guarantee that their data would remain private forever. 

With social media taking up such a huge chunk of our time and lives, it is hard to believe that someone could give it up. But what if giving it up meant your data remains private from now onwards? Unfortunately, even giving social media up is not enough -it is an on-going process, not a one-time deal.

Here’s how Kaspersky recommends keeping your digital privacy safe:

  • Regularly change your access controls, passwords, and privacy settings
  • Do not download or open suspicious files
  • Start using reliable software and security protocols to lower privacy violations, such as CN-Protect.
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