Data Protection, Security & Consumer Trust

The Data Lifecycle

Collection: collect the minimum amount necessary. Asking for too much feels suspicious and increases risk;
Storage: good storage includes encryption, password-protected access, and secure servers, regular backups;
Processing: use data the way you promised;
Sharing: companies often share data with vendors, marketing platforms, and software partners. Once data is shared, some control is lost, so contracts and privacy agreements are critical. If a partner mishandles data, your brand suffers too;
Deletion: it matters because deletion reduces breach risk, keeps storage clean, and respects user privacy.

Data Security Fundamentals

1. Encryption

Scrambles data so it looks like nonsense;
Protects information even if someone steals it;
Ensures only authorized users can decode the content.

2. Firewalls

Blocks suspicious traffic entering the network;
Prevents harmful traffic from leaving it.

3. Access Control

People only get access to data they need;
Customer support might see account info, but not medical records;
Fewer access points = fewer risks.

4. Monitoring

Watch for unusual behavior;
Alert teams when something suspicious happens;
Help catch problems early before damage spreads.

Consumer Rights and Responsibilities

Consumers should:

Avoid oversharing;
Read consent notices;
Think before clicking "Accept All";
Understand what they’re agreeing to.

Companies should:

Teach customers how to make informed data choices;
Communicate clearly;
Avoid manipulative or confusing design.

Digital Tracking Tools

Definition

Cookies are small data files that websites store on your device to remember things about you.

Functional Cookies (Helpful)

Remember your login so you don't re-enter passwords;
Keep items in your online shopping cart;
Save your preferred settings (language, dark mode, etc.)

Tracking Cookies (Personalized but invasive)

Follow your browsing behavior across different websites;
Build a profile of your interests;
Power targeted ads (e.g., you click one backpack → backpacks chase you around the internet).

Definition

A pixel is a tiny, invisible image embedded in a website or email that sends information back to a company when it loads. Pixels track whether you opened an email, what pages you visited, how long you stayed on a website, and which device you used.

Ethical Data Use and AI in Marketing

Key Ethical Challenges

Drafting Privacy Notices

Many businesses write:

20-page legal documents;
Complicated jargon;
Vague explanations;
Hidden details.

A strong privacy notice should fit on one screen and answer four key questions:

What do you collect?
Why do you collect it?
What can the user do?
Who can they contact?

1. What is the main purpose of encryption?

2. What is the main purpose of a cookie banner?

3. What causes algorithmic bias?

4. What is the purpose of a privacy notice?

What is the main purpose of encryption?

Select the correct answer

To reorganize and compress information so it takes up less storage space

To scramble data into an unreadable format that only authorized users can unlock

To clean up systems by removing outdated or unused files automatically

To prevent unwanted online content, advertisements, or pop-ups from appearing

What is the main purpose of a cookie banner?

Select the correct answer

To force users to accept tracking

To collect more personal data

To hide tracking tools from the public

To give users a choice about tracking tools

What causes algorithmic bias?

Select the correct answer

AI systems running with outdated or inefficient settings.

Companies gathering large amounts of customer contact information.

Training the AI on data that is incomplete, unbalanced, or unfair.

Using excessively powerful hardware that influences model behavior.

What is the purpose of a privacy notice?

Select the correct answer

To explain data practices clearly and build trust

To confuse users so they stop reading

To make apps look more official

To let companies collect more information secretly

Everything was clear?

How can we improve it?

Thanks for your feedback!

Section 10. Chapter 2

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Data Protection, Security & Consumer Trust

Swipe to show menu

The Data Lifecycle

Collection: collect the minimum amount necessary. Asking for too much feels suspicious and increases risk;
Storage: good storage includes encryption, password-protected access, and secure servers, regular backups;
Processing: use data the way you promised;
Sharing: companies often share data with vendors, marketing platforms, and software partners. Once data is shared, some control is lost, so contracts and privacy agreements are critical. If a partner mishandles data, your brand suffers too;
Deletion: it matters because deletion reduces breach risk, keeps storage clean, and respects user privacy.

Data Security Fundamentals

1. Encryption

Scrambles data so it looks like nonsense;
Protects information even if someone steals it;
Ensures only authorized users can decode the content.

2. Firewalls

Blocks suspicious traffic entering the network;
Prevents harmful traffic from leaving it.

3. Access Control

People only get access to data they need;
Customer support might see account info, but not medical records;
Fewer access points = fewer risks.

4. Monitoring

Watch for unusual behavior;
Alert teams when something suspicious happens;
Help catch problems early before damage spreads.

Consumer Rights and Responsibilities

Consumers should:

Avoid oversharing;
Read consent notices;
Think before clicking "Accept All";
Understand what they’re agreeing to.

Companies should:

Teach customers how to make informed data choices;
Communicate clearly;
Avoid manipulative or confusing design.

Digital Tracking Tools

Definition

Cookies are small data files that websites store on your device to remember things about you.

Functional Cookies (Helpful)

Remember your login so you don't re-enter passwords;
Keep items in your online shopping cart;
Save your preferred settings (language, dark mode, etc.)

Tracking Cookies (Personalized but invasive)

Follow your browsing behavior across different websites;
Build a profile of your interests;
Power targeted ads (e.g., you click one backpack → backpacks chase you around the internet).

Definition

Ethical Data Use and AI in Marketing

Key Ethical Challenges

Drafting Privacy Notices

Many businesses write:

20-page legal documents;
Complicated jargon;
Vague explanations;
Hidden details.

A strong privacy notice should fit on one screen and answer four key questions:

What do you collect?
Why do you collect it?
What can the user do?
Who can they contact?

1. What is the main purpose of encryption?

2. What is the main purpose of a cookie banner?

3. What causes algorithmic bias?

4. What is the purpose of a privacy notice?

What is the main purpose of encryption?

Select the correct answer

To reorganize and compress information so it takes up less storage space

To scramble data into an unreadable format that only authorized users can unlock

To clean up systems by removing outdated or unused files automatically

To prevent unwanted online content, advertisements, or pop-ups from appearing

What is the main purpose of a cookie banner?

Select the correct answer

To force users to accept tracking

To collect more personal data

To hide tracking tools from the public

To give users a choice about tracking tools

What causes algorithmic bias?

Select the correct answer

AI systems running with outdated or inefficient settings.

Companies gathering large amounts of customer contact information.

Training the AI on data that is incomplete, unbalanced, or unfair.

Using excessively powerful hardware that influences model behavior.

What is the purpose of a privacy notice?

Select the correct answer

To explain data practices clearly and build trust

To confuse users so they stop reading

To make apps look more official

To let companies collect more information secretly

Everything was clear?

How can we improve it?

Thanks for your feedback!

Section 10. Chapter 2