From the moment a user reaches a website and logins with his
email every action he performs is recorded. This could seem rather intrusive
but most of the companies use this information with the only purpose of
improving the user experience.
Web analytics tools will provide very valuable information
like how many visits every specific user has done, how long he was in every
page, what products he browse, when he left the purchase. This info not only
helps to produce a marketing campaign but it is crucial to improve the usability
of the web.
Companies know how valuable that information is and are
becoming to treat its customer base with a lot of respect.
Privacy and ethical considerations are top priorities for
serious companies today and have started to change a number of practices.
Today site terms and conditions must clearly identify what
data is collected and how it will be used. Brands want to maintain transparency
with their clients and only use private information on their customer’s
benefit.
Cookies are becoming less effective to identify people given
difficulties on the mobile platforms and increasing private navigation. Social
logins , Beacons, Geotracking, and digital fingerprinting are the future.
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