SAP’s Consumer Insight 365 ingests regularly updated data representing as many as 300 cellphone events per day for each of the 20 million to 25 million mobile subscribers. SAP won’t disclose the carriers providing this data. It “tells you where your consumers are coming from, because obviously the mobile operator knows their home location,” said Lori Mitchell-Keller, head of SAP’s global retail industry business unit.
There is a lot of marketer interest in that information because it is tied to actual individuals. For the same reason, however, there is potential for resistance from privacy advocates.
“The practices that carriers have gotten into, the sheer volume of data and the promiscuity with which they’re revealing their customers’ data creates enormous risk for their businesses,” said Peter Eckersley, chief computer scientist at the Electronic Frontier Foundation, a privacy watchdog. Mr. Eckersley and others suggest that anonymization techniques are faulty in many cases because even information associated with a hashed or encrypted identification code can be linked back to a home address and potentially reidentified by hackers.
From The $24 Billion Data Business Telcos Don’t Want to Discuss | Digital – Advertising Age
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