The e-commerce in Argentina stopped being in paales. According to data released by the Argentine Chamber of Electronic Commerce (CACE), it is expected that this year the billing will double over last year, driven by events that are already part of the calendar of the brands and that are on the agenda of consumers, like Black Friday in the month of November.
However, side b of this growth appears in the heat of the scandals for the misuse of data, such as the large fine that British Airways had to pay in response to a failure in its computer security system. Is it true that user data is at risk?
Those of us who work every day with data intelligence must comply with a series of standards, especially as regards certifications. It will really be a fiction if this can be done outside of strict frameworks such as Google, and it is a peace of mind that we want to convey to consumers and customers, explains Alejandro Caarte, Baco Sales Manager, digital intelligence and data-based innovation consultancy.
1- Not all data is the same- TRUE: There are data derived from online behavior such as geolocation, online searches, videos that are played, and websites visited. In these cases the information is captured by Google to improve browsing results and help make digital marketing more accurate. The capture and activation of data is a vital and positive tool for companies, which may arrive more accurately to their public, and also for consumers: no one will want to see an advertisement inviting to join a specific football club, when in reality is swollen by the historical rival, exemplifies Caarte. In the opposite path, sensitive personal data such as names, telephone numbers, and personal identification numbers as documents are protected by very strict certifications. You can not even intuit the identity of people because the information is aggregated, listed in groups with minimal volumes of individuals, and becomes completely illegible thanks to an algorithm that messes up its components. Thus, any person who does not have the correct passwords will not be able to access the information it contains, which remains encrypted. details Paul Fervoy, Vice President of the Chamber of Communication Technologies of Costa Rica and partner in Bacchus.
2- Digital marketing companies have access to that personal data- FALSE
In our particular case, when we work on data privacy in the field of digital marketing, the tools we use have already complied with international regulations, including the General Data Protection Regulation of the European Union, GDPR. Google analytics and connections with ad platforms such as Google ads or Display DV 360, already have the rules to apply to comply with the most rigorous regulations that is the EU. declares Hebert Hernndez, CEO of Bacchus.
3- There is no legislation in Latin America – FALSE
There are shy initiatives, especially if we compare them with robust regulatory frameworks such as the European one. In the region there is a long way to go. It is the role of the chambers to take care and look after the interests of their members, and a very interesting job is being done in relation to cooperative efforts. Sea Fervoy.
4- On high traffic dates such as e-commerce day the consumer becomes more aware – FALSE
Strong dates in e-commerce may seem at first sight good to raise awareness, but in practice the trouble or interest of consumers for the discount can cause them to lose sight of the fine print, which can generate more of a headache. These types of events are a good opportunity for chambers and groups to take control and control measures and, in that context, they can raise awareness and educate the consumer.
Google is still a reference for searches, with 3.5 million searches per minute; at the same time that 342,000 apps are downloaded and 156 million emails are sent. Data is plenty, the challenge that follows is the commitment of companies and advertisers to capture them but, above all, deliver relevant analyzes that improve the day to day of users.