No personal data = no individualization? This conclusion is obvious but represents the absolute worst-case scenario for online business.
Don’t you worry! Despite regulations such as the GDPR and users who hide behind VPN encryption and equip themselves with adblockers, there is a solution with which shopping experiences can be made possible that are guaranteed to be oriented to the individual wishes and interests of users. That’s why we need to rethink:
Because many companies put too much effort into searching for individual consumer information that is not GDPR compliant anyway, or too much money into buying personal information from data merchants whose business model is endangered by the ePrivacy regulation anyway!
The solution is so simple: In addition to personal information, which can now be used to a very limited extent, companies also have access to other data sources that allow the user’s interests to be deduced.
According to marketing expert Baba Shiv, companies know from their data exactly which device the current user is using or where they are located.
This is made possible by various, freely accessible information such as referrers (Facebook, Google, newsletter, etc.), devices (smartphone, desktop, etc.), operating systems (Windows, macOS, etc.), browsers (Firefox, Chrome, etc.), weekdays or times of day, which provide information about the current situation of the user and for technical reasons are automatically supplied with each access to the website.
The identity of the shop visitor is completely irrelevant, because the data is only processed as a set of abstract properties and is anonymous.