The Use of the Personal Data Collected Through Digital Footprints by Corporations in Understanding the Target Audience: An Analysis on Dot-com Companies

Abstract

This study aims to reveal the categories in which companies collect data the most as well as the changes occurring in terms of these categories. The study, within this context, explores the connexion between the tendency to collect data, revenue, and customer satisfaction in order to lay bare the contribution of data collection to understanding the customer. The findings of the study suggest that the considerable amount of personal data collected by companies has no more than little bearing on customer satisfaction. The study also shows that companies request more data in certain categories. Furthermore, there appears to be an ambiguity in terms of the link between the tendencies of data collection and revenue/customer satisfaction. Another striking point that the findings of the study make is that the data that the companies request to collect vary by sectors with little difference.