[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/04\/consumer-data-privacy\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/04\/consumer-data-privacy\/","headline":"You’ve purchased one item: How many companies now have your private data?","name":"You’ve purchased one item: How many companies now have your private data?","description":"When talking consumer data privacy, most people don\u2019t grasp how much of their data is out there, how it gets from company to company, or how it's protected.","datePublished":"2020-02-04","dateModified":"2023-08-29","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/ratul-shah\/#Person","name":"Ratul Shah","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/ratul-shah\/","identifier":305,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/18781ab115e32031df4d1cbc3baffb8fb9bc77288c20e05eb447f4e9739062f4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/18781ab115e32031df4d1cbc3baffb8fb9bc77288c20e05eb447f4e9739062f4?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/02\/thumbnail-d74272dfcff271e4440130a741edaa47.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/02\/thumbnail-d74272dfcff271e4440130a741edaa47.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/04\/consumer-data-privacy\/","about":["Consent data management",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-data\/","name":"Customer Data","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data","http:\/\/www.wikidata.org\/entity\/Q56278300"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/cdp-customer-data-platform-solution\/data-privacy\/","name":"Data Privacy: Laws, Consumer Expectations","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Consumer_privacy"]}],"wordCount":502,"keywords":["2020 Trends","Consumer Data Privacy","Data Privacy","GDPR Fines"],"articleBody":"When talking consumer data privacy, most people don\u2019t grasp how much of their data is out there, how it gets from company to company, or how it’s protected.I recently started experiencing some lower back pain, and after traditional fixes like yoga sessions and foam rollers didn’t work,\u00a0I did some online reading, and realized that the culprit to my pain was likely an aged mattress.I made a visit to our local mattress store, where I’d previously bought my current mattress to explore utilizing the lifetime warranty that we’d purchased.You might be wondering what lower back pain, a warranty, and customer data have in common, or what they have to do with consumer data privacy.Well, let me illuminate the intersections of these three worlds.      The consumer journey: Data consent drives engagement and loyalty                What is the consumer journey, and how can you illuminate the buying path for your customers? It all comes down to data and how brands use it.      The lower back pain of consumer data privacy: A real-life journeyHere’s how my story and the story of my customer data unfolds along the path to purchase.Customer consent is the new battlegroundAs a person who works in the data and customer experience industry, I’m familiar with regulations like the EU GDPR, the state of California\u2019s CCPA, and Brazil\u2019s LGPD.\u00a0I understand the need for companies (of certain specification) to have a Data Protection Officer (DPO) and have agreements in place to transfer my sensitive customer data from one partner to another.But who is helping guide the way to protect and outline how all customer data should be captured, transmitted, process, stored, and deleted?When I reflect on what might seem like a simple scenario, the majority of us don\u2019t consciously seem to grasp how much of our data is out there, how it’s sent from one business to another, if you have a choice in the data transfer, or if your consumer data is protected.While many of us feel we’re buying a product (mattress) from one company, it turns out that there are potentially many more companies \u2013 five in my case – that end up with our personal data. I have no idea how they protect, store, or retain my valuable information, or if they have a consumer data privacy policy.Hopefully now you’re more aware of how much and what kind of your personal data is out there in the possession of other people.In this case, removing my back pain was more important than stopping the proliferation of my personal data. But sometimes it’s not back pain, it’s just a simple online order. Do you know the chain of your data with each purchase you make? As the conversation evolves around consumer data privacy, hopefully you’ll start asking.  Your competitionwants your customers.Is your brand built to keep them?Unlock strategies to power your enterprise HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2020","item":"https:\/\/www.the-future-of-commerce.com\/2020\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"02","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/02\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"04","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/02\/\/04\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"You’ve purchased one item: How many companies now have your private data?","item":"https:\/\/www.the-future-of-commerce.com\/2020\/02\/04\/consumer-data-privacy\/#breadcrumbitem"}]}]