Privacy in Location-Sensing Technologies

Handbook of Mobile Data Privacy, 2018

31 Pages Posted: 9 Jul 2020

See all articles by Andreas Solti

Andreas Solti

affiliation not provided to SSRN

Sarah Spiekermann

Vienna University of Economics and Business

Date Written: 2018

Abstract

Data analysis is becoming a popular tool to gain marketing insights from heterogeneous and often unstructured sensor data. Online stores make use of click stream analysis to understand customer intentions. Meanwhile, retail companies transition to locating technologies like RFID to gain better control and visibility of the inventory in a store. To further exploit the potential of these technologies, retail companies invest in novel services for their customers, such as smart fitting rooms or location of items in real time. In such a setting, a company can not only get insights similar to online stores, but can potentially also monitor customers. In this chapter, we discuss various location-sensing technologies used in retail and identify possible direct and indirect privacy threats that arise with their use. Subsequently, we present technological and organisational privacy controls that can help to minimize the identified privacy threats without losing on relevant marketing insights.

Suggested Citation

Solti, Andreas and Spiekermann, Sarah, Privacy in Location-Sensing Technologies (2018). Handbook of Mobile Data Privacy, 2018, Available at SSRN: https://ssrn.com/abstract=3611574 or http://dx.doi.org/10.2139/ssrn.3611574

Andreas Solti

affiliation not provided to SSRN

Sarah Spiekermann (Contact Author)

Vienna University of Economics and Business ( email )

Welthandelsplatz 1
Vienna, Wien 1020
Austria

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