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In today’s digital age, every person’s activity on the Internet including one’s personal information, browsing habits, average session duration and browsing behavior on each webpage will be recorded. Additional data tracked includes personal behavior, trajectory and location information and even web browsing habits and data preferences.
The data collected, something clearly personal, to this day, does not solely belong to the consumer, nor is it used by the consumer. The vast majority of this digital consumer data is often shared with large renowned corporations and although the sharing of data among corporations does facilitate greater convenience for users. I believe we all have similar experiences of personalized content recommendations, online advertisements, videos and other online services curated towards our preferences. Large companies utilize the collected consumer personal data created by our online behavior to make more humanized and personalized advertising recommendations with the aim to profit from them.
In the eyes of these media corporations, users on their platforms are essentially laborers who provide data, gathered from their daily activities on the Internet, that is ultimately used by media conglomerates to make a profit. However, consumers who supply massive amounts of information do not receive any sort of compensation. In fact, these corporations have long been aware of the value of such data which has given rise to the digital advertising business.
Smartphones have become personal information hubs, making the process of collecting and accumulating information easier and allowing data to become even more diverse and personalized. As a result, more accurate algorithms and advertising campaigns have been created, allowing advertisers to become deeply involved.
This paper adopts the case study method as the main method of research to explore how to analyze all online related behaviors of modern enterprises and consumers if the rules of the online world were to undergo a complete and comprehensive change, resulting in the disappearance of user tracking. In addition, this paper looks to provide companies with guidance through the digital transformation of online precision marketing in the future to help them sustain their competitive advantages.
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