It’s every company’s responsibility to ensure that any customer data that is collected is used ethically and correctly, writes Wynand Smit.
Conversations, transactions, interactions and searches: these do not happen in a private vacuum. The choices you make are being used to predict the choices you may want to make, for companies using your interaction history data to build a profile on you.
This can be helpful or intrusive, depending on your circumstances or points of view as a customer.
People using the web to book flights or other travel services are unaware that all their actions are being monitored by the very sites they visit.