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
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).
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?
Danke für Ihr Feedback!
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Can you give an example of a strong privacy notice?
What are some common mistakes to avoid when drafting privacy notices?
How can companies make privacy notices more user-friendly?
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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
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).
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?
Danke für Ihr Feedback!
