Data capture by cybercriminals is most definitely on the increase and we all should know the dangerous implications of being robbed online.

But are we so certain that we’re not victims of a more subtle form of data capture, one practised by the big legitimate companies.

Just because it’s a high-street operation, and one that has a very recognisable brand, does not mean that they are immune to trying to wheedle out as much information as they can from their customers.

Nowadays marketing efforts live, or die on personal data. Customers are not merely sold to, or encouraged to buy, they are targeted. Firstly, they are defined and secondly, they are profiled. This is because, and let’s be honest here, companies don’t want to waste efforts selling something their customers don’t want.

Take the large ecommerce operations which quickly build profiles of their customers because they closely monitor their buying habits. Say one customer has bought a particular type of book in the past, the online retailer will store this information in a complex database and regularly send out up dates to let the customer know of other books they might fancy within the genre, or just any books just published.

Despite some reservations, the system actually works as it allows the customer to be targeted correctly which leads to a lot less time being wasted for the company and their customers.

There are two downsides of course. Firstly, the very real danger that the data might get into the wrong hands and be used for nefarious means. Secondly, this sort of marketing destroys the sense of serendipity when it comes to shopping.

Take the first point. Companies are becoming ever more sophisticated at capturing data, so much so, that anyone completing an online data form, should always check out the small print terms and conditions. The rise in social media has resulted in so much personal data being out there (and inter-linked), that some companies will see that information as worth mining and storing on their database. Thus, a company might not just be acquiring your data, but your network of friend’s data as well.

Now, arguably, with a responsible company, that does not matter, because, given they have a reputation to keep and Data Protection Laws to adhere to, they will bend over backwards to protect their databases. But, with less scrupulous companies, there might be a temptation to sell their data on, or ‘lose it’ through poorly protected IT systems.

And this ‘precision bombing’ approach to marketing does lose the sense of serendipity, of browsing through products that you haven’t bought before, just because the company can’t be that clever (based on moods and whims) to calculate your future tastes. At least not yet!

But the point is, always be careful when you handover your personal data. Mostly it will be used responsibly, but if you have any doubt, it’s best to run for the hills and refuse to hand it over!

Guest Article by Neil Camp 

Having antivirus software is one of the best ways to avoid a data scam, which is a positive point given that these particular forms of attack are on the increase.

Those without antivirus software should be aware that online data scams are very much on the increase and one major website believes it to be a growing trend.

So just what does data capture involve? It’s the capture, for nefarious means, of personal email addresses, home addresses and telephone numbers; indeed, it’s the capture of as much personal detail as possible.

And this can be done easily online if surfers do not use antivirus software, or indulge in ‘unsafe’ practices whilst using the internet.

One of the classic ways to trick surfers into divulging their personal details is to target those that are constantly searching the internet for special offers and bargains. There are thousands of ‘fake’ websites out there who say that they offer superb deals, or frees samples, when it is in fact a ruse to get people signed up and providing their personal details.

One of the most popular tricks nowadays are the websites which say offer free iPhones, whereas in reality all they want to do is capture data for their own reasons. It’s not always as simple as offering free products, with techniques used becoming more sophisticated, using such things as surveys and competitions, plus Facebook applications.

The users most at risk are those who tend to frequent social networking websites as scams can be spread virally within minutes.

The founder of a website which specialises in free items, Andy Varley, says:
“Data scammers are becoming savvier in the way they try to trick Web surfers. We are seeing more variety in the way companies look to harvest personal data, so it pays to be on your guard.

“If a form exists to capture data, you need to carefully consider how the website will handle the information submitted. In many cases there will be a catch.

“Legitimate sites exist but it can be easy to fall foul of a marketing scam. Genuine offers all display certain characteristics whilst rogue websites often sell details to third party companies. The end result is tons of junk mail and e-mail spam. In worse cases this could mean identity fraud.”

Mr Varley recommends a number of ways to avoid being caught, even if antivirus software is fully up to scratch.

Firstly, try to use websites that are offered by familiar companies, or brands. Secondly, check the Privacy Policy of the website you are using to see how your personal data will be used by the company. Thirdly, remember the old adage, there’s no such thing as a free lunch. If the offer seems too good to be true, then it usually is. Fourthly, when using a website, always use a secondary email, rather than your main personal, or work email.
And finally, the most important of all, keep your computer updated with the latest antivirus software.

Guest Article by Neil Camp 

Mobile banking might be on the increase, but a recent study has discovered that almost one in three consumers don’t trust banks with data.

The resounding don’t trust banks with data sentiment is revealed in a major new research report from the Direct Marketing Association.

The don’t trust banks with data findings came from the Direct Marketing Association inaugural Data Tracking Study and doesn’t make happy reading for the country’s financial institutions. Nearly 30% of the 2,027 customers questioned said that they did not believe their bank could be trusted to store the information held about them.

But the survey was not just about the attitude don’t trust banks with data, it also discovered that in the same poll, almost half said they doubted the ability of public service departments to keep their data safe and even worse, said that 75% thought that political parties were the worst at keeping personal data safe.

Talking about the don’t trust banks with data findings, the executive director of the Direct Marketing Association, opined:
“Companies need to understand under what circumstances consumers are willing to share their personal information and for what reasons. Thanks to identity theft and well-publicised instances of organisational data losses, consumers are understandably wary of handing over their personal details to companies unless they absolutely have to, such as when online shopping.

“There has to be a clear trade-off in benefits to the consumer in doing so. Companies must also respect the privilege of being handed this data, or else they face the prospect of losing customers.”

The Data Tracking Survey will take place twice a year and was established to help companies identify and cope with the problems of holding data on people.

Others involved in the compilation of the survey are Equifax and fast.MAP.

Graham Burdett, Client Service Director, Consumer Marketing Services of Equifax Ltd said when discussing don’t trust banks with data: “The timing of the DMA’s first Data Tracking study couldn’t be better. With consumers increasingly concerned about security, it is crucial for companies to give consumers choice over how their personal data is used.”

Paul Seabrook, a director of fast.MAP, said about the don’t trust banks with data findings:
“It’s no surprise that people are nervous about revealing personal details since 23 per cent have experienced a security breach in the last six months which equates to about 10 million bad experiences, a frighteningly large number. People have also made it quite clear that if they give contact details in one situation this does not entitle the brand to make further contact without specific permission – especially by phone, which three quarters specifically do not want, while half don’t even want further email contact.”

Guest Article by Neil Camp