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Enterprises throughout all kinds of industries are utilizing location knowledge — and the insights derived from it — to resolve totally different enterprise challenges. These embody reaching the fitting viewers with promoting, deciding the place to open a brand new brick-and-mortar location, understanding the place roadblocks exist of their provide chain and extra.

Nevertheless, regardless of the various advantages that insights from location knowledge present, to the common particular person, shopper knowledge privateness stays a prime concern. This usually leaves companies struggling to realize the nice stability between utilizing knowledge to uncover significant insights whereas making certain shopper privateness.

A rising variety of enterprises leverage location knowledge

Location knowledge is a strong element of strategic enterprise capabilities, similar to buyer personalization, acquisition, insights and retention. And, this info is being utilized by extra firms in additional methods than ever earlier than.

A rideshare firm navigating to buyer pickup and drop-off places, an online utility delivering native eating choices or a cell app permitting a shopper to see information or soccer scores — all of those are leveraging location knowledge. The traits and insights gleaned from this knowledge can even assist firms make crucial selections, develop methods and general enhance their companies.


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However, by capturing customers’ location knowledge, firms instantly turn into answerable for dealing with it appropriately, no matter the way it was collected or whether or not it’s shared outdoors the group. Plus (whether or not they comprehend it or not), firms with apps that acquire location knowledge are probably in possession of information generated at delicate places similar to well being facilities, locations of worship, army bases or faculties. This knowledge is likely to be by chance bought, used for evaluation, accessed by a foul actor or uncovered throughout a knowledge breach — all institutional dangers of dealing with exact location knowledge. 

For this reason each firm that captures or handles shopper location knowledge in any capability must be utilizing privacy-enhancing applied sciences to make sure that their very own shopper knowledge privateness and safety efforts aren’t simply assembly, however exceeding shopper expectations. Though totally understanding the significance of shopper privateness and accessing the forms of instruments wanted to maintain knowledge protected generally is a steep studying curve, there are methods that the situation know-how {industry} will help. 

Tackling the educational curve by democratizing entry to privacy-enhancing applied sciences

Traditionally, proprietary privacy-enhancing applied sciences have been developed by location know-how firms and used internally. Nevertheless, it’s my agency perception that for organizations of all kinds to actually progress towards the extent of shopper knowledge privateness folks need and count on, privacy-enhancing applied sciences created by location know-how firms must be made obtainable to all firms that would profit from these developments.

New efforts to democratize entry to privacy-enhancing applied sciences are serving to organizations be certain that location knowledge generated by cell units at delicate places just isn’t used, shared or resold. These instruments assist add industry-leading privateness controls to an organization’s personal techniques and work with any form of location knowledge, irrespective of how it’s generated. This helps be certain that an organization is assembly privateness necessities and defending shopper knowledge.

If extra know-how firms made the privacy-enhancing options utilized in their very own techniques obtainable to different firms, organizations throughout industries may higher defend the information saved of their techniques, and in flip, shopper knowledge privateness and safety is prone to progress and enhance extra shortly. A vital place to begin is democratizing entry to those applied sciences. 

The altering location knowledge and shopper privateness panorama

Whereas there is no such thing as a scarcity of dialogue round what may occur ought to somebody’s delicate knowledge fall into the improper fingers, there’s a lack of know-how round what dropping location knowledge may do to companies and society generally, ought to the world now not have entry to it. Location knowledge will help resolve enterprise challenges, however it might probably additionally assist resolve challenges we as a society face, similar to understanding how a virus spreads inside a neighborhood or figuring out evacuation routes in an space the place a pure catastrophe has occurred in order that assist can attain those that want it most. Nevertheless, this knowledge nonetheless must be collected with privateness on the forefront. 

Trying ahead

Location knowledge isn’t going wherever, however privacy-protection practices will proceed to evolve as firms face new buyer necessities and laws, and as new location knowledge sources emerge like autonomous autos and new good units. Shopper privateness is now each firm’s duty, and that’s why it’s extra crucial than ever for each firm dealing with shopper knowledge to make use of privacy-enhancing applied sciences to make sure shopper knowledge is protected. 

Jeff White is the founder and CEO of Gravy Analytics. 


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