There are, of course, good reasons why companies would resist handing back control. Customers’ data provides valuable information, which can be used to make those customers more profitable. Whether it is targeted advertising, or a customised news feed, our data are manipulated to keep us loyal to service providers or to tempt us to spend money.
当然,公司反对交回控制权有着充分的理由。客户数据提供了有价值的信息,可以用来让这些客户带来更多利润。不管是定向广告还是定制消息推送,我们的数据被人操纵,好让我们忠诚于服务供应商或者引诱我们花钱。
Dictating our preferences in this way, though, is something we should consider resisting. It is comfortable, but dangerous, to be fed music we already like, or news that we want to read. It would be better, perhaps, if we could tell companies our preferences, broadening our interest and knowledge rather than forever narrowing it.
然而,用这种方法来支配我们的喜好是我们应考虑抵制的。被推送我们已经喜欢的音乐或者我们希望阅读的资讯,这很舒服,但很危险。或许,更好的方式是我们告诉公司我们的偏好,拓展我们的兴趣和知识,而不是永远在缩窄。
And for many companies, the personal nature of customer data is not necessarily its most useful quality. Once anonymised and aggregated, data cannot be attributed back to specific individuals, but can still be used by the companies who gather it to hone or develop products and services that respond to customers’ wants.
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