the myths about data security

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                Electronic commerce grows above inflation, but there are some doubts about the use of personal information by brands

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                <p>As a result of the crisis, sales in supermarkets and shopping malls fall at a rate of 15%, according to INDEC. But electronic commerce escapes the situation and is in very good health.

According to the latest report of the Argentine Chamber of Electronic Commerce (CACE), online sales grew 56% during the first semester, that is, more than double the 22.4% accumulated inflation in that period.

Thus, ecommerce platforms billed $ 229,760 million more and 120 million products were sold, exceeding 25% in 2017. These figures only confirm the present and the future is largely on the Internet.

The CACE projects that this year the turnover will double compared to last year, driven by events that are already part of the calendar of retail firms and that are on the agenda of consumers, such as "Black Friday" in November.

But this growth has its grays, especially with regard to the misuse of data. A recent case was the fine British Airways had to pay in response to a failure in its computer security system. Is it true that user data is at risk?

"Those of us who work every day with data intelligence must comply with a series of standards, especially in what has to do with certifications. It would really be a fiction if this can be done outside of strict frameworks such as Google's, and it is a peace of mind that we want to convey to consumers and customers, "Alejandro Cañarte, Sales Manager of Abaco, digital intelligence and data-based innovation consultant, tells La Gaceta.

Therefore, there are a number of myths about electronic commerce and the use of user information.

Not all data is the same: true

There is data derived from online behavior such as geolocation, online searches, videos that are played, and websites visited. In these cases the information is captured by Google to improve browsing results and help make digital marketing more accurate.

The capture and activation of data is a vital and positive tool for companies, which will be able to reach their audience more accurately, and also for consumers: "Nobody will want to see an advertisement inviting to join a specific football club, when it really swells by the historical rival, "exemplifies Cañarte.

In the opposite path, sensitive personal data such as names, telephone numbers, and personal identification numbers as documents are protected by very strict certifications.

"You could not even intuit the identity of people because the information is aggregated, appearing in groups with minimum volumes of individuals, and becomes completely illegible thanks to an algorithm that messes up its components. Thus, anyone who does not have the keys correct, you will not be able to access the information it contains, which remains encrypted, "says Paul Fervoy, vice president of the Chamber of Communication Technologies of Costa Rica and partner in Abaco.

Digital marketing companies have access to that personal data: false

"In our particular case, when we work on data privacy in the field of digital marketing, the tools we use have already complied with international regulations, including the General Data Protection Regulation of the European Union, GDPR. Google analytics and connections with Ad platforms such as Google ads or Display DV 360, already have the rules to apply to comply with the most rigorous regulations that is the EU, "says Hebert Hernández, CEO of Abaco.

There is no legislation in Latin America: false

There are shy initiatives, especially if we compare them with robust regulatory frameworks such as the European one. In the region there is a long way to go. "It is the role of the cameras to take care and look after the interests of their members, and very interesting work is being done in relation to cooperative efforts," says Fervoy.

In high traffic dates such as e-commerce day the consumer becomes more aware: false

Strong dates in e-commerce may seem at first sight good to raise awareness, but in practice the rush or interest of consumers for the discount can cause them to lose sight of the fine print, which can generate more than one headache. These types of events are a good opportunity for cameras and groups to take control and control measures and, in that context, they can raise awareness and ‘educate’ the consumer.

Google is still a reference for searches, with 3.5 million searches per minute; at the same time that 342,000 apps are downloaded and 156 million emails are sent. Data remains, the challenge that follows is the commitment of companies and advertisers to capture them but, above all, deliver relevant analyzes that improve the day-to-day life of users.

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