In the article, the use of personal data collected through digital footprints by corporations in understanding the target audience is examined. The primary aim of the study is to reveal the categories in which the personal data preferences stored by institutions about individuals are concentrated and how these categories change in a sectoral context. In this context, the relationship between data collection trends, the revenue of institutions, and customer satisfaction is discussed, and the contribution of data collection to the consumer recognition process is explored.
According to the results obtained from the study, despite institutions collecting a significant amount of personal data, it has been observed that the reflections of these data on consumer satisfaction are limited. Moreover, it has been identified that institutions tend to request personal data, especially in certain categories. However, the connection between the revenue and customer satisfaction of companies and their data collection trends is found to be uncertain. The study also highlights small-scale changes in the data requested by institutions in a sectoral context as among its other important findings.
We congratulate Assoc. Prof. Dr. Sezgin Savaş and wish him continued success.
