Page 27 - Reclaim YOUR DIGITAL GOLD (without audio)

Data is the New GolD

specific information, such as demographic or industry-
related data.

This new sector has grown in lockstep with the
proliferation of data. Data collection and sale is not a
new trend, but it becomes more valuable for advertisers
when combined with multiple sources and helps to target
a specific group of consumers.

Because the demand for more data is constantly
increasing, having this information available is critical
for advertisers. As a result, those who make money by
selling information to one another and advertisers tend to
use various data sources to create more comprehensive
consumer and trend profiles.

3. Information Security

Some businesses even use customer data to protect
sensitive information. Voice recognition data is used by
banks, for example, to allow customers to access their
financial information or to protect them from fraudsters.
When a customer’s account is accessed, data from
call center interactions, machine learning algorithms,
and tracking technologies are used to detect and flag
suspicious activity.

In the 1990s, I worked for a market research firm where
data was second only to human resources in terms of
value. They had strict security systems in place to allow
people to enter and exit the building. Employees were
subjected to turnstiles and had their electronic devices
scanned for unauthorized use.

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