Kutanga Kubva pa Consumer Behavior

Kutengeserana Kwekushandisa Kwemabhiza Kunotanga Kuzvidzivirira

MunaJune 2012, The New York Times yakabudisa nyaya yakanzi You Sale: Mapping, uye Kugovana, Mutengi Genome rakanyorwa naNatasha Singer, munyori wenhau we Times. Nyaya yacho yakataura data broker nezita Acxiom iri muConway, Arkansas. Acxiom yakarondedzerwa neMuimbi saiye guru guru -runyararo ndiro izwi rinoshandiswa kubva kune vashomanana vashoma vakambonzwa nezvekambani, regai voga kunyatsoziva kuti kambani inobatanidzwa sei mumabhizimisi emabhiriyoni akawanda anonzi marketing marketing big data.

Marketing Marketing

Kutsvakurudza kwepamusika kune hukama hutsva mumhuri yekudhinda uye inongova mwana wesango. Kutengeserana kwemashoko - kunonziwo tsika dzekutengeserana kana kufarira-kutengesa-kutengesa nzira yekuunganidza ruzivo pamusoro pemutengi kubva kumutengesi, nenzira yekutsvakurudza kwemashamba emidziyo. Pane kudaro, ruzivo rwevatengi runounganidzwa kuburikidza nemafambiro emutengi uye, kazhinji, iyo nzira yose yakavanzwa kubva kumutengi.

Vashandi vanotarisa paIndaneti vave vakajaira kupinda mukati mazviziviso zvakagadzirwa nekiki dzinovhura pamakombiyuta avo. Vaya vechidiki vaduku, vedhijitari vemazuva ano vakave vakanyanyisa kukurudzirwa kuti vane ruzivo rwavo pachavo rwakagoverwa kwose kweWebhu. Zvechokwadi, vanokurumidza kubvunza kuti: "Chinetso chipi? Kana mumwe munhu achida kuziva zvokudya zvekutsanya zvandinoshanyira, ndechipi chikwata chandinotenga, uye ndipi mimhanzi yandinotora, nei ndichifanira kufarira?" Izvi zvakasununguka mafungiro hazviita sezvo zvinowedzera nyore nyore kune vagari vekare vevanhu vemadzinza evanhu vanoita digital.

Dzimwe nhengo dzekare dzevanhu vedu vanogona kuyeuka mamiriro ezvinhu apo ruzivo rwemunhu humwe rwakashandiswa kukuvadza kuzvidzwa uye mabasa evanhu. Vashandi ava vanononoka kunonoka kupisa kune zvavanoona sechizvarwa chekugoverana uye tsika.

Muna 2010, Federal Trade Commission yakabudisa mushumo unonzi Protecting Consumer Privacy mune imwe Era ye Rapid Change , chinangwa chakanga chiri kugadzirisa maitiro akanaka uye mazano kune vatungamiri vehurumende neyemagetsi ehurumende pamusoro pehupfumi hwekutsvaga nehuwandu hwemigodhi.

Nguva pfupi mushure mekunge mushumo wekutanga wakabudiswa, mazano acho akachinjwa kuti aratidze kufamba kwakakurumidza uko nyaya dzehuwandu hwehupfumi dziri kubuda. Federal Trade Commission yakagamuchira pamusoro pemashoko 450 pamusoro pekutanga mazano akapiwa kubva kune vatengi uye nyanzvi. Nzvimbo nhatu dzakarongedzwa kuti dzidzoke.

Nharaunda sezvinoratidzwa nehukuru hwekambani, apo vatengi vanopiwa mazvisarudzo pamusoro pekushandiswa kwemashoko avo, uye kupa kwevashandi kugadzirisa dunhu rega rega rinoshandiswa ne data data brokers. Kunyanya, mabhizimisi maduku kazhinji haagoni kushandiswa nenzira yakanakisisa yemaitiro, kana asingatori uye kutumira demo risingazivikanwi kune vanopfuura 5 000 vatengi gore negore. Mukuwedzera, makambani anofanira kutora matanho anonzwisiswa nedheta iyo ichaguma mu-de-identification, haichazogadzirizve ruzivo, uye haazobvumiri vashandisi vari pasi kuti vadzokerezve zvakare.

Maitiro Akanakisisa

Maererano nepamusoro pekuita mazano anokurudzira, sarudzo yekusarudza kune vatengi maererano nekushandiswa kwemashoko avo ezvinyorwa mumamiriro ezvinhu uye rudzi rwekutengeserana, pamwe nemhando yehukama hupi huripo nehuwandu hwebhizimisi, kana huri mvumo yepamutemo. Izvo zvakanakisisa maitiro anokurudzirwa zvinotungamirirwa ne data data brokers zvinonzwisiswa: kuve pachena kunofanira kuwedzerwa.

I Federal Trade Commission inotsigira mutemo kuti ivimbise kuti vatengi vanogona kuwana ruzivo rwakachengetwa nedatairi vatengesi. Mukuwedzera, Federal Trade Commission yakashevedza vashandi vematare vanotora dhidha kune vatengesi kuti vafunge kugadzira webhusaiti yepakati iyo inozoita kuti vanhu vawane maitiro ezvakavanzika zve data data brokers, uye vape mikana kune vatengi kuti vatungamirire maitiro avo pachavo.

Kune imwezve mberi, Dhipatimendi reRove uye Federal Federal Commission vakaona Digital Advertising Alliance (DAA) yatanga kuronga hurongwa hwekuwedzera maWeb browser browser-based headers izvo zvichabvumira vatengi kuratidza zvavanosarudza pamusoro pekuti data iri kuunganidzwa sei, akagovana, uye akashandiswa. Iyi DAA Yokuzvidzivirira Purogiramu iyi inhanho inopfuurira mukusangana nemitemo yakanakisisa inorondedzerwa ne Federal Federal Commission kune data brokers.

Chiratidzo chinonyatsozivikanwa chinonyanya kukosha cherongwa hwevatengi hwekushandisa dhidhiro iyo vatengesi vari kushamwaridzana nayo. Inongoratidzika zviri nyore: Peji yeVatengi Sarudzo uye inosanganisira yakakurumbira chekucherechedza muikoni. Kushandura paikoni kunounza vatengi kune peji rinotsanangura kuti system inoshanda sei uye inopa bhatani kuti uise pane (ikozvino) browsers vatatu: Google Chrome, FireFox, uye Internet Explorer v. 1.1. Vakawanda vekutengeserana kukuru uye sangano rezvemitambo muUnited States vakapindira mukuedza kutanga purogiramu yekuzvidzivirira. Izvo zvinoshandiswa pakuchinja uku ndeye gwaro rakanzi Self-Regulatory Principles for Online Behavioral Advertising yakabuda mubvumirano uye inotsanangura nzira iyo vatengi vanogona kuwana huwandu hwekutengesa maitiro ekutengeserana kana kufarira-based advertising. Makambani anotora chikamu akabvumirana nekuzvipira kune umwe wekugovera purogiramu yakasimba uye yakavimbika yezveruzhinji uye kusarudzira kune vashandi vekutsvaga maitiro ekutengeserana uye kukurudzira kuvimba kwevatengi mumutambo wepakombiyuta .