(FULLeStop, n.d.)
Abstract
The evolution of technology stimulates the big data analysis and privacy issues to a new level. By analyzing governance policies and building data trust ethically and legally, people could feel more comfortable to share information.
Keywords: big data, privacy, governance policies, data trust
Introduction
The fast-paced evolution of technology, especially in Internet development and online services, has facilitated an exponential increase in data-generating, processing, and managing (Rawat & Yadav, 2021). Seeing that enterprises were aware of the wealth derived from data-driven marketing strategies (Palmatier & Martin, 2019), the amount of money spent on big data analysis and analytics solutions by 2021 is predicted as 215 billion (Global Spending on Big Data and Analytics Solutions Will Reach $215.7 Billion in 2021, According to a New IDC Spending Guide, n.d.).
Big data features 5V’s - volume, velocity, variety and veracity and value, so big data analysis has become a popular procedure to figure out relationships, market trends, and meaningful information (Rawat & Yadav, 2021). For instance, notable digital media companies have collected and utilized users’ data to create more profits for their products, e.g. Facebook. (The Social Dilemma | Netflix Official Site, n.d.). Big data analytics as a persuasive technology tool is making desired outcomes easier to achieve (Fogg, 2003).
The essay focuses on analyzing privacy issues that app users have been facing and comparing policies that digital service providers have adopted so as to understand digital compromises in privacy. Therefore, the method of case study is applied to synthesize outcomes and visions.
Privacy Issues
Being said that “When something is free, you’re the product.” (You’re Not the Customer; You’re the Product – Quote Investigator, n.d.) Computing technology has an impact on not only how society is transforming but also how people are behaving (Terry Flew author, 2018). To be specific, digital products have been trying hard to persuade users to gain a customized user experience, namely, generating personal data continuously. Even when people are browsing online, they are requested to give cookies. The possibility of risks has increased as customers are being monitored. Identity theft and location tracking are more conveniently being implemented with shared data. These are typical examples of how people can be tracked and exploited between their online and offline lives (IRL Podcast, n.d.-a).
Governance Policies
However, privacy could be a selling point for businesses (IRL Podcast, n.d.-b). Apple uses individual data to improve product experience without allowing third parties to process data (Palmatier & Martin, 2019). On the contrary, Google takes advantage of personal data in cookies to advance its services, including advertising, at which point, it gives access permissions to third parties. A similar case is that ByteDance who produced TikTok has shared data with others.
In China, many mobile apps are appearing every day, to market which, at an early stage ByteDance is their go-to choice to obtain a target audience with precise/accurate user tags through big data analysis and artificial intelligence (abbr. AI) machine learning. Sometimes, when clients searched for one professional service in one app, they got relatable recommendations in another irrelevant app. Under this situation, some thought it was terrifying everything being tracked and recognized, and some considered it as a thoughtful user experience.
Data Trust
In general, it is beneficial to tell app users why data is collected and how it will be applied with necessary data (Legal - Apple Privacy Policy - Apple, n.d.). Moreover, it is in association with building trust between companies and customers. By choosing which part of personal data to share, personal users could feel protected (Bettering Your Business with a Culture of Ethics and Integrity - Microsoft Partner Network, n.d.), leading to deeper connections.
Consequently, some companies made policies hard to read but easy to confirm on their apps. At the same time, the Chinese government keeps releasing data protection policies and laws to regulate the big data market. There is one more way to solve the data application issues, which is to show grouped data upon multi-dimensional variables.
Conclusion
In my opinion, if institutions relying on big data analysis can prevent from giving away individual information while governments enact regulations for data security, ordinary residents may feel more comfortable when they fill online forms or browse websites. As an assumption, we could use different AI systems to supervise each other and regulate them to protect privacy based on laws. In order to reach this destination, we still have a long way to go.
References
Bettering your business with a culture of ethics and integrity—Microsoft Partner Network. (n.d.). Retrieved November 6, 2021, from https://blogs.partner.microsoft.com/mpn/bettering-your-business-with-a-culture-of-ethics-and-integrity/
Fogg, B. J. (2003). Persuasive technology: Using computers to change what we think and do / B.J. Fogg. Morgan Kaufmann Publishers.
Global Spending on Big Data and Analytics Solutions Will Reach $215.7 Billion in 2021, According to a New IDC Spending Guide. (n.d.). IDC: The Premier Global Market Intelligence Company. Retrieved November 5, 2021, from https://www.idc.com/getdoc.jsp?containerId=prUS48165721
IRL Podcast: All Your Data Are Belong to Us. (n.d.-a). Retrieved November 6, 2021, from https://irlpodcast.org/season1/episode1/
IRL Podcast: Privacy or Profit - Why Not Both? (n.d.-b). Retrieved November 6, 2021, from https://irlpodcast.org/season5/episode7/
Legal—Apple Privacy Policy—Apple. (n.d.). Apple Legal. Retrieved November 6, 2021, from https://www.apple.com/legal/privacy/en-ww/
Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust. Springer International Publishing AG.
Rawat, R., & Yadav, R. (2021). Big Data: Big Data Analysis, Issues and Challenges and Technologies. 1022(1). https://doi.org/10.1088/1757-899X/1022/1/012014
Terry Flew author. (2018). New media: An introduction / Terry Flew and Richard Smith. (Third Canadian edition.). Oxford University Press.
The Social Dilemma | Netflix Official Site. (n.d.). Retrieved October 23, 2021, from https://www.netflix.com/ca/title/81254224
You’re Not the Customer; You’re the Product – Quote Investigator. (n.d.). Retrieved November 5, 2021, from https://quoteinvestigator.com/2017/07/16/product/
Should you be worried about your privacy? Big Data Concerns. (n.d.). Retrieved October 10, 2022, https://www.fullestop.com/blog/should-you-be-worried-about-your-privacy-big-data-concerns/
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