I had asked a
question in my previous blog1
as to whom, and how much, is web analytics really helping. In further thinking
about this, I started researching more on web analytics and its usefulness to
both companies and consumers. Doing this, I have been introduced to several new
concepts in the analytics world and got side tracked into some of the major
concerns on consumer privacy driven by this methodology. So, here I am, writing,
from my limited research knowledge on web analytics, about these findings and some
of the privacy concerns posed by web analytics.
During my online research on
privacy concerns over web analytics, I happened to come across this above
picture2,
which further ascertains the “tracking” of consumers while they are on the
internet. Has consumer tracking really gone so bad, that we now have billboards
of search engine websites presenting ads highlighting their privacy policy and
not their search efficiency and capability? Maybe! Reading through the article
posted on a webpage2
, it was clear that web analytics was not really helping consumers as much as
it did to the advertising agencies and companies seeking the “big data3” off these search
engine websites. Well, it is not surprising to see a revenue seeking website/business,
like Google, willing to sell the “big data” it collects off of its customers to
ad agencies. But, as Danny points out in his article2,
could Google have done a better job in ensuring privacy protection for
consumers? Maybe it could have, considering the control power it has on the web
search industry.
While
there are search engine websites competing, against the giant, Google, to
improve their market presence and analytics tools for customers, there is
another business that has sprung up to help these customers maintain privacy of
their visitors from these analytics websites. Piwik and Nabler
are few that offer “extra protection” in this regard to their customers. When
getting into more details on how this is done, I was surprised to see the
simple techniques utilized in protecting client’s data just by training
employees to setup difficult to crack passwords on their systems. Why have some,
or should I say almost all websites these days, collect private, confidential
data off its customers and then develop other businesses around it to protect
that data? One of the concepts I learned during this research was “predictive analytics”
and how it can be implemented to predict future events based on historical
data. This historical data is a collection of transactional data performed by a
certain customer or a segment of customers that is used to develop a pattern
and then marketing strategies based on it.
As for all the data
collection analytics methods employed, predictive analytics has posed some
privacy concerns too. Though
the example5
I have is not exactly related to how
this analysis technique is being used in the web world, but it sure can be
considered a potential privacy deterrent when used extensively by web analytics
tools.
Web analytics is surely helping shape our web experience to be better than ever. It sometimes is saving people money by suggesting, recommending products of their interest, again, based on individual browsing history and categorization into a particular segment. But, do the consumers want to get this extra gain at the expense of losing their privacy, that still remains a question to be answered..
1. http://dauofu.blogspot.com/2013/01/web-analytics-how-much-is-it-really.html
2. http://searchengineland.com/google-puts-a-price-on-privacy-98029
3. http://en.wikipedia.org/wiki/Big_data
4. Web Analytics 2.0 by Avinash Kaushik
5. http://www.allanalytics.com/author.asp?section_id=1412&doc_id=240547
You had me...until you used Foxnews. But this does raise some concerning issues, like do I really want business to see what I am doing off-site? Great article
ReplyDeleteThanks Rob! Yes, I was shocked to know about that Target incident.. We will have to wait and see where the line will be drawn concerning the privacy of consumers..
DeleteNice post Santosh.I really like how you presented the information. May be for your next blog post, you will consider comparing different countries privacy laws. I think that will be interesting.
ReplyDeleteThat's a great idea Michael.. Thanks for the tip.. I'll start researching on the laws..
DeleteNice one, I know I am naked as soon as i enter web nowadays:)
ReplyDeleteI agree Chola.. It was shocking to see what all information about the consumer is and can be collected and what all is predicted based on that information..
DeleteFood for thought! If you have to forecast and/or target you need data points. Commercially speaking, analytics-privacy is akin to chalk-cheese. I would expect web privacy settings to only get worse by the day given the amount of info you share, which is then tagged, searched, re-shared, and so on. Culturally if it were not okay once upon a time in India to let others know that you are dating, kids these days flaunt their relationships openly. Culture everywhere will evolve and adapt :). The delicate dance for us is to position ourselves by being cognizant of our personal brand – based on audience.
ReplyDeleteGood post Santosh. Like you mentioned, tracking users on internet has it advantages and disadvantages. I personally feel that it is the risk an user is willing to take to obtain the great benefits of internet.
ReplyDeleteI think most people would prefer to see ads that actually are of interest to them. Also the younger generation seems to care less and less about privacy. This is what enables a world of free services, we give up privacy and are then given things like gmail, facebook and targeted ads.
ReplyDeleteKashyap, Nathan, totally agree with your comments. There is always a trade off on the web world and it is the individual, who in only a few cases, can decide on what it is.
ReplyDeletePrivacy is definitly a concern. This is a great article to raise the privacy awareness of internet users.
ReplyDelete