Big Data should be a win-win for users and brands.
Downloading an app, reading an article… Nowadays it is difficult to make profitable use of the Internet and the tools of the digital environment without having to accept an endless number of data transfer consents.
And although it is now part of the digital routine, as consumers, we are starting to ask ourselves what is done with our data and what we receive in exchange for giving it up.
Because while the benefits of technology are clear, its use should not mean giving up control over our data. We should be able to decide who tracks our searches, who knows our location, who has access to our images and, above all, whether this exchange of information is really worth it to us.
In a year in which the public and private spheres have blurred as never before, we are also more aware of the value of our privacy. And brands know it.
Apple, for example, has taken a step forward by making its iPhone 12 a champion of privacy management.
Netflix, for its part, continues to be a benchmark in terms of the use of data for the benefit of the user. Its management of big data and its algorithm for predicting which content to recommend based on our use of the platform manages to create bonds through a sense of intimacy between the user and the brand.
And that’s the key: using our information to improve our user experience and not just to sell us new products.