GDPR Privacy Policy: the understandable fear of one's own data

Continuing with the study we just mentioned, namely that of the Selligent observatory, it would seem that, 47 percent of the people surveyed, within a sample of 5.000 units (thus a statistical sample that can absolutely be considered representative), consider threatening the fact that someone can make advertising (of online advertising) through saved items, through pins, through retweets, the "favorites," from the "likes," and, even if we go into more detail, we see that, 36% of users, believe that it is threatening even the mere study of previous purchases.

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And again, 36 percent again of those surveyed rated as threatening the behavior of sites that offered ads based on searches made for products or services viewed, even if they were not always then purchased.

This is what normally happens, and is called retargeting, that is, I go to visit the site of “X” or “Y” store, I see a certain product, and afterwards, for the sole effect of seeing it, I am bombarded with advertisements of that product or store.

Everything we have just said is in absolute antithesis with the general behaviors of people who, for example, are in the habit of writing about everything on Facebook, so on the one hand they say everything, they post photos and situations, addresses, they even let thieves know when they are not at home (have you ever seen those maps that say … “Goofy is right now here…. complete with restaurant, etc., and what better information for those who want to visit us at home when we are not there?), but on the other hand they are afraid that their privacy will be violated.

In any case we have seen that, most people (because if the peaks are 80% and the average is represented by 71%), believe that personalization is an important, necessary and central element in the desired user experience.

How do we go along with these needs (and thus how do we tailor services, purchase proposals, etc.) if we then do not see fit to make the data available for analysis?

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An extremely important point should be made on this point, namely, that the element that makes the difference is the perception of data theft.

People are therefore generally willing to be profiled, they are willing to give up their data in exchange for a targeted and personalized user experience or buying propositions, but this absolutely must be their action.

It cannot and should not be induced! Therefore, when we find ourselves designing any kind of campaign or when we design each and every custom discount, we have to take into account the needs of the users and, more importantly, we have to lead them to take the first necessary and indispensable step in wanting to make their data available, in order to have in return as much as possible adapted to their needs.

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