Why Your Data Matters and What You Can Do To Protect It
What Is Data?
Data is any information that can be tied back to an individual. Your data includes your name, location, phone number, purchase history, travel history and much more. Your data is your identity. The most important type of data you should protect at all cost is Personally Identifiable Information (PII). PII includes:
· Names
· Your full name/maiden name.
· Your mother’s maiden name (often used to recover passwords)
· Personal Identification Numbers
· Social Security Number (SSN)
· Driver’s License Number
· Passport Number
· Medical Record Number
· Taxpayer ID Number
· Financial Account Numbers
· Addresses (mailing address, residential address and email addresses)
Other PII includes biometrics, license plate numbers, phone numbers, as well as technology asset information to include Media Access Control (MAC) and Internet Protocol (IP) addresses that are tied to a certain individual or business.
Why Is Data Collected?
With technology taking over the world, data collection is a key tool in marketing. For example, if you are shopping on a website, data is collected from consumers to see what products are popular as well as how long consumers spend on the site. This helps business owners know which products to advertise. Most importantly, it is the easiest way to understand what a company needs to work on to increase consumer traffic on their website.
Social media sites also collect data to increase user engagement. Instagram and Tik Tok collect data on your followers and content you like/save. This data is then used to suggest who you should follow as well as showing relevant content on your explore page. For example, if you watch a lot of DIY videos on social media, your feed will populate this type of content. Moreover, data is used to determine who gets verified based on the engagements on their social media account.
Have you ever received a “Due to high demand, fares are higher than usual” notification as your requested an Uber? Uber also collects data such as your current location and location history. This helps Uber determine which locations are considered “hotspots” to increase fare prices. Let’s say for instance you are requesting an Uber during homecoming weekend, the prices to any place in proximity to campus will be higher than usual. Location data is also collected to locate drivers near you and suggest pick-up locations.
Why Should You Protect Your Data?
1. Identity Theft
With access to your PII, a cyber criminal can pretend to be you online. They can go as far as opening an account or committing tax fraud while posing as you.
2. Finances
Cyber criminals can use your banking information to make purchases, withdraws or even transfers.
3. You Can Become A Target
Many people love to post content as they are on the move. For example, tagging your location in real-time, posting a picture while you are still at that location, posting your booking confirmation or boarding pass with all your information on it.
4. Remain Employable
A lot of companies conduct background checks on your social media pages. You do not want to share data that may give you a damaging reputation or negatively influence a prospective employer.
5. Do You Have Insurance?
Imagine posting a picture in your Rolls Royce but telling your insurance company your co-pay is too high or posting a video of your driving 100 in a 65, but claiming car accident was not your fault. Life and health insurance companies research your data footprint. This is to investigate your lifestyle, online purchases and associations. This research can affect your ability to obtain coverage or receive a claim pay out.
How Can I Protect My Data?
Never give your personal information to anyone via phone or email. If it seems suspicious, it is. Leave your social security card at home in a secure place. You do not need to carry it in your wallet.
Do not share your financial information with anyone.
1. Make purchases on secured websites. (Look for the “s” after “http”).
2. Change your debit/credit card every 6 months.
3. Do not save your payment method. I know it is very tempting, but if the website gets breached, so does your saved payment method.
4. Use strong passwords and Multi-Factor Authentication (MFA) for your financial accounts.
If It’s Up, Then It’s Stuck
1. Anything you share on social media is permanent even if you delete it.
2. Avoid sharing anything that is viewed controversial. This involves politics, religion and negative views on your current job.
3. Think twice before you post. Don’t post anything that you do not want anyone to see in a few years.
4. Audit your social media profiles. Delete any photos or posts that may portray you in a negative light.
5. If you are not using social media for branding, advertising or business, make your profile private.
6. Google yourself. What comes up in the results? If there is anything that is negative, find ways to take it down.
The future is data. As companies continue to collect data for marketing purposes, we are unaware to what extent our data is being used or shared. It is important to make sure the data you share is at a minimal. If your data gets in the hands of the wrong person, it can lead to damaging consequences.
