Targeted marketing was a matter of course in the village, as the one man at the

Question

Targeted marketing was a matter of course in the village, as the one man at the general store knew what everyone bought, and anyone standing nearby knew when the new fabrics were in and who was obviously making fresh clothing. It went away as we became anonymous shoppers in the SUPER markets and myriads of specialty stores. Now that it's coming back, people are getting quite upset that anyone knows their consumer habits.

Market researchers love that mining of data allows a given consumer to fit a consumer profile (like governments use to identify potential criminal elements) which their client businesses can use to know their customers and provide a better shopping experience. But, what used to be a few smart salespeople with good memory is now a computer system with hundreds or thousands of users and a need for security. And consumers are volunteering TONS of this data with priority purchaser programs, "likes" pages on Facebook, and by using coupon aggregator and discount systems like GroupOn who checks us in to that swank restaurant we're visiting for 50% off....

How can we clearly define areas we want private? What should be done to protect our data? How do those areas and rules change by individual and event? Propose a scenario of a kind of data, an issue surrounding it, and a potential solution. Read others and do not duplicate previous threads. Remember, any of the three points can be different and it's new.

Why is this interesting?

Explain why it had such an impact, and how your view of the world, of privacy and ethics, has changed as a result.

600-1000 words please

Explanation / Answer

Consumerism has made significant impact on the way people purchase goods. Now people are not consent with only one type of goods. People now want to follow the latest trend and the it is an ever-changing affair.

So to determine the areas we want private we can follow the methods below points.

Centralization: To standardize the process of data mining. The data should be keep in one central place so that retrieval, viewing and trend analysis can be done easily. So if the data is kept centrally then it is easier to hide private information and make some information public without the fear that the private information will be leaked from some where else.

Standardization: the process of defining areas of concern should be a standard process and even though the market trend changes we can define the areas with the standard procedures. These standard procedure can determine which data should be kept private and which can be public.

Since the data, being mined is huge and contain some personal information it becomes critical to protect the data from other unauthorized person. Therefore, we can take the following measure to protect the data’s.

Encryption: the data that is being stored or retrieved should be encrypted so that even if the data gets stolen it will be impossible for the hacker to read and understand the data.

Replication: The database where these data’s are stored should be replicated and stored as an archive

so that if in future the main data’s or the database gets corrupted we retrieve the data’s again from the backup database.

Data masking: It is the process of obscuring specific data within a database table or cell to ensure that data security is maintained and sensitive information is not exposed to unauthorized personnel.

For example researchers can only see the basic consumer input for a particular goods and hiding consumer personal information like phone number, address etc from the person.

Erasing data: when a data is not required anymore we should erase the data from the software and the hardware level as well by using specialized software’s. This will prevent hackers from retrieving data’s from the computer memory even though they are deleted at software level.

Individual ha different tastes and prefer different things to others. They also have different opinions for single goods. Certain events like trend of particular goods in a country, climate, culture etc. can affect the way people consume the goods.

Senario:

An established company wants to sell a new-flavored chips in India.

The company maybe based out of US but they have to keep in mind the taste preference of Indians.

Taste preference of an individual varies from state to state and also from which culture a peron belongs to. An Punjabi will prefer a spicy flavor where as a Gujrati will favour a milder flavor.

Some people are non-vegetarian and some are vegetarian due to their culture which differs the use of chicken flavoring in the chips.

So when servey is done researchers will get various opinions on the single chips flavor.

Solution:

Solution would be to segregate the data is based on certain conditions. In this case, Region, culture, gender can be the criteria’s for segregation of data’s.

Also after segregation come up with a common output from each segregation so that they can analyze the opinions of people in a more globalized way. If a region is not favoring the chips flavor then the company can decide to market this chips at that region more and concentrate on the regions that favor it.

So as the region,culture, gender will be the criteria’s these can be viewed by the researchers from the data, but personal information of the consumers like phone number house address will be kept private.

I have given solution to the answer. Please do not forget to give a positive like to the answer. Thank you.

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