Why leveraging privacy-enhancing tech advances consumer data privacy and protection

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Enterprises throughout all kinds of industries are utilizing location information — and the insights derived from it — to unravel totally different enterprise challenges. These embrace reaching the suitable viewers with promoting, deciding the place to open a brand new brick-and-mortar location, understanding the place roadblocks exist of their provide chain and extra.

Nonetheless, regardless of the various advantages that insights from location information present, to the typical individual, shopper information privateness stays a prime concern. This typically leaves companies struggling to realize the high quality stability between utilizing information to uncover significant insights whereas making certain shopper privateness.

A rising variety of enterprises leverage location information

Location information is a robust part of strategic enterprise capabilities, comparable to buyer personalization, acquisition, insights and retention. And, this data is being utilized by extra firms in additional methods than ever earlier than.

A rideshare firm navigating to buyer pickup and drop-off areas, an online utility delivering native eating choices or a cell app permitting a shopper to see information or soccer scores — all of those are leveraging location information. The tendencies and insights gleaned from this information may assist firms make crucial selections, develop methods and general enhance their companies.


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However, by capturing customers’ location information, firms instantly grow to be accountable for dealing with it appropriately, no matter the way it was collected or whether or not it’s shared exterior the group. Plus (whether or not they realize it or not), firms with apps that accumulate location information are doubtless in possession of information generated at delicate areas comparable to well being facilities, locations of worship, army bases or faculties. This information is likely to be unintentionally offered, used for evaluation, accessed by a nasty actor or uncovered throughout a knowledge breach — all institutional dangers of dealing with exact location information. 

Because of this each firm that captures or handles shopper location information in any capability needs to be utilizing privacy-enhancing applied sciences to make sure that their very own shopper information privateness and safety efforts are usually not simply assembly, however exceeding shopper expectations. Though absolutely understanding the significance of shopper privateness and accessing the kinds of instruments wanted to maintain information protected is usually a steep studying curve, there are methods that the situation expertise {industry} may help. 

Tackling the training curve by democratizing entry to privacy-enhancing applied sciences

Traditionally, proprietary privacy-enhancing applied sciences have been developed by location expertise firms and used internally. Nonetheless, it’s my agency perception that for organizations of every type to really progress towards the extent of shopper information privateness individuals need and count on, privacy-enhancing applied sciences created by location expertise firms needs to be made obtainable to all firms that might profit from these developments.

New efforts to democratize entry to privacy-enhancing applied sciences are serving to organizations make sure that location information generated by cell units at delicate areas shouldn’t be used, shared or resold. These instruments assist add industry-leading privateness controls to an organization’s personal programs and work with any type of location information, irrespective of how it’s generated. This helps make sure that an organization is assembly privateness necessities and defending shopper information.

If extra expertise firms made the privacy-enhancing options utilized in their very own programs obtainable to different firms, organizations throughout industries might higher shield the information saved of their programs, and in flip, shopper information privateness and safety is more likely to progress and enhance extra rapidly. A vital place to begin is democratizing entry to those applied sciences. 

The altering location information and shopper privateness panorama

Whereas there isn’t a scarcity of debate round what might occur ought to somebody’s delicate information fall into the fallacious fingers, there’s a lack of information round what dropping location information might do to companies and society normally, ought to the world not have entry to it. Location information may help remedy enterprise challenges, however it will probably additionally assist remedy challenges we as a society face, comparable to understanding how a virus spreads inside a neighborhood or figuring out evacuation routes in an space the place a pure catastrophe has occurred in order that assist can attain those that want it most. Nonetheless, this information nonetheless must be collected with privateness on the forefront. 

Wanting ahead

Location information isn’t going wherever, however privacy-protection practices will proceed to evolve as firms face new buyer necessities and laws, and as new location information sources emerge like autonomous autos and new good units. Client privateness is now each firm’s accountability, and that’s why it’s extra crucial than ever for each firm dealing with shopper information to make use of privacy-enhancing applied sciences to make sure shopper information is protected. 

Jeff White is the founder and CEO of Gravy Analytics


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