Your personal data is the currency of the digital age
Your personal data is the currency of the digital age
By Guillaume Desjardins
The commodification of the internet in the early 1990s brought western societies into the digital age and has changed the way consumers interact with commercial enterprises.
The digital industry companies have one thing in common: the use of the user’s personal data through technology to gain competitive advantage.
Spotify, Amazon, eBay, Apple, Google Play: these corporations have reached a level of product and service customization never seen before. Spotify’s algorithm, for example, offers you artists and playlists based on your age, gender, location and listening history.
Management researchers are interested in these new forms of commerce for two main reasons: they mark a break with conventional business models and tend to do better during crises.
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