Businesses that operate predominantly online rely on tracking tools like cookies and tags to inform marketing practices and build their brands. These types of technologies help businesses to track and gather information on their users such as their purchasing habits, pages they visit, and other personal site data. Because of how popular and versatile data tracking technology has become, there have been many privacy regulations put into effect in order to protect the rights of consumers and their personal information.
Many countries and territories have unique governing bodies, such as ePrivacy Directive in the European Union and the Consumer Privacy Act in California, that ensure users proper rights and powers over how and when their personal information is shared. These strict regulations bring on a slew of challenges for businesses, as they struggle to gather sufficient data and face heavy fines for violating privacy laws. Many large corporations like Amazon, Google, TIM, and Windtre have faced millions of dollars in fines for a variety of offenses.
There is a unique approach to complying with online data laws without sacrificing data quality. The use of cookieless data collection technology along with a push for registration to increase voluntary data sharing is only the start to successful and lawful data collection. Using these methods, businesses and marketers can successfully harness the power of data in the most ethical way possible.