Saturday November 18, 2006

Gray Privacy Privacy continues to be a more and more complicated issue when it comes to web analytics. 

As I see it there are two fairly clear levels of privacy on the web.  If a user anonymously visits a web site, then they should be treated anonymously.  This seems to be the equivalent of window shopping. 

That said, if I own a conventional bricks and mortar store, I feel I have the right to watch how users look in my windows and observe what displays catch their attention the most.  I distinguish one person from another by an anonymous attribute.  The guy in the green sweater is interested in the golf clubs at 10% off.  The woman in the dress likes the brand of Italian shoes I'm offering.

The other situation is when a user comes to a site and logs in, telling me who they are.  Now I know that Joe Smith is in my store and is interested in the sale on golf clubs.  I might even give Mr. Smith an extra discount because I know he shops at my store often.

But there is this gray area on the web I'm not sure what to make of. 

Let's say at one point Joe Smith told me he wants me to send him emails when I have some kind of promotion.  I send a personalized email to Mr. Smith and he clicks on a link that brings him to my web site.  He has not logged in but I could easily know it was him on my site.  That seems a bit sneaky to me if I were to track him by name. 

Let's make it even grayer.  (Hmm.  Can things actually be more gray or less gray?)  I send Mr. Smith an email which he clicks to come to my site.  I direct him to a personalized portal customized for his needs.  The top of the page says "Welcome, Mr. Smith!".  I have let him know that I have identified him by name.   He didn't really ask me to, but he went along with the attraction to come to his personalized site.  If I follow his actions now on my web site, I know exactly who is looking at what. 

But what is his expectation?  Does he have an expectation of privacy in this case?  I really don't know.  I kinda think he does.  Until he takes an explicit action to log in and tell me who he is, he has not taken the initiative to identify himself.  Yes, he chose to come to the personalized portal, but did he choose to become no longer anonymous?

So, I'm full of questions at this point and not so many answers.  I welcome your thoughts on the matter.


( Nov 18 2006, 02:03:37 PM MST ) Permalink Comments [1]