What is Data Protection and Data Integrity

As a matter of principle, when it comes to data protection, a differentiation

must be made between personal data and data involving companies. As soon

as inferences can be made to a specific individual and single data levels are

being worked at, a moment has to be taken to consider: What is being processed? Is there already a business relationship? Which permissions or legal

consent elements are at hand? Customer data may not be collected without

permission and may also not be resold. Anybody who acts carelessly here can

quickly render themselves liable to prosecution.

In principle, the following applies however: Almost anything is possible

with the customer’s consent. This is the reason why Facebook can act with

the data to such an extent, because consent has been given, even if only few

users have probably fully read and understood the Terms of Use. Likewise, a

relatively far-reaching data processing in the scope of an ongoing customer relationship under the motto “for our own purposes” is possible and permit-

ted. This could cover the likes of market research, acquisition activities and

advertising.

In correlation with digitalisation, we frequently hear the keyword data

integrity: It is in fact existential for businessmen as nobody can or wants

to divulge more data on the Internet than absolutely necessary Data integrity means nothing other than knowing exactly what is happening to one’s

own data and to only share as much data as is actually necessary. This also

includes critically reviewing the use of one’s data and online services, portals and databases availed of—third-party providers, above all how they handle the entrusted company data. Data integrity thus means for businessmen

who is allowed to find, use and disclose data and when and where.

The following chapters are initially dedicated to the use of algorithms in

all four steps of the marketing process. Afterwards, practical examples as well

as proposals for the right handling of algorithmic marketing will be given.

The anticipated effects of algorithmic marketing on the economy as a whole

will then be briefly presented.

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