Purposes for handling Personal Data
Purposes defined in collected Vocabularies
High-level categories (to-be-discussed)
source meeting https://www.w3.org/2018/12/10-dpvcg-minutes.html
- Commercial Interests - the purpose has some monetary benefit for the Controller
- sell data subject’s data to third-parties
- sell products to data subject - controller provides some service/product in exchange of money
- sell insights generated from data subject’s data to third-parties - controller monetises aggregated data or statistical insights
- sell targetted advertisements to third-parties - controller provides targetted advertisements in exchange of money
- Service Optimization
- Optimization for Controller (Provider) - for benefit of the provider
- internal resource optimisation - optimise the use of internal resources, not necessarily in the provision of service e.g. logistics
- increase service robustness/resilience - optimise service against failure or weakenes e.g. coverage optimization for telecom
- improving existing products and services - improve the service from the controller's p.o.v. e.g. improving Website UI based on user interactions
- improving internal CRM processes - improve how the provider does Consumer Relationship Management e.g. recording calls
- Optimization for Data Subject (Consumer) - for benefit of the consumer/user
- optimise user experience - optimise how the user experience's the service e.g. auto-detect code from SMS
- optimise user interface - optimise specific part of the experience i.e. the user interface (note this is not personalisation)
- optimise user experience - optimise how the user experience's the service e.g. auto-detect code from SMS
- Optimization for Controller (Provider) - for benefit of the provider
- Service Personalisation - personal the service for the specific user or category of user e.g. language based on region
- user interface personalisation - personalise the user interface provided to the user
- product recommendations - personalise product recommendations provided to the user
- personalised benefits - personalise service in terms of providing value e.g. discounts on birthday
- Service Provision - the provision of the good/service to the consumer by the provider
- Customer Care / Tech Support
- Delivery of goods - physical/digital delivery of goods to the consumer
- Marketing
- Direct Marketing - Marketing provided directly to the data subject
- Security - maintain security across the offering for both controller and data subject
- identify verification - verify the identity of the data subject
- fraud detection and prevention - for controller to detect and prevent fraud
- access control/login - for controller to enact access control mechanisms
- Research & Development
- Non-commercial Research - reserach is not commercialised or cannot be commercialised e.g. generated under CC-by-NC liccense
- Academic Research - research undertaken in the context of an academic institution
- Commercial Research - research undertaken for commercial value e.g. to gain patents and derive intellectual property