Top tips: Behavioural targeting: 4 steps to avoid privacy pitfalls

There needs to be more education for both website owners and users, so that everybody knows where the control of data lies, and users feel comfortable when visiting a site.

Any organisation using behavioural data needs to abide by four key concepts;

1. Make it clear what data you are collecting;
2. Explain what you intend to do with the collected data;
3. Ensure that you look after any personal data (keep it secure);
4. Give the users the option to opt-out of any data collection or targeting.

That said, although privacy policies state what companies are going to do with the data they collect, ethical organisations should automatically only use that information for its  specific relationship with the customer.

Clearly, communicating that a business plans to take a consumer’s data and sell it to every possible advertising agency definitely doesn’t make it right.

Users should be weary of third party cookies, where data is gathered from activities across numerous sites.

However, the humble cookie can generally be a force for good if used responsibly.

Cookies can be used to communicate effectively in a one to one scenario providing convenience and time-saving for site customers, and provide an impression of engaging with them on a personal basis.

It is clear that with well executed behavioural targeting campaigns that are respectful of users privacy, the digital agency and site owner can deliver an improved experience for their visitors, but that due care needs to be taken in the selection of technology and the design of targeting programs to ensure the brand is protected and gains an enhanced reputation for trustworthiness and relevance.

By Malcolm Duckett

CEO

Magiq

www.magiq.com/

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