Ecommerce Customer Data Privacy Measures

I talk to dozens of heads of marketing every week and these are the top 3 concerns I hear regarding data privacy regulations (and what you can do about it). 1. Do-not-track options More regulations allow users to decide whether they want the store to track their data or not. This poses a challenge for brands because it’s as if someone walked into their store with a mask. They're not able to pull any meaningful data from those interactions. What you can do about it: Statistical modeling can help you understand behavior patterns from the % of users who do opt-in to tracking. Polar Full Impact attribution model estimates views of marketing channels in addition to tracked clicks.   2. Third-party cookie crackdown With cookie restrictions, it will become increasingly difficult for brands to get access to third-party data. What you can do about it: First-party data collection is still 100% in your control, and it's more powerful than ever. Last year, we helped a neon lights brand switch to first-party tracking and they saw their ROAS jump 28% while Cost per Purchase dropped 36% - without changing ad spend. 3. Browser tracking restrictions Google Chrome and Firefox are making it harder for brands to track their customers' behaviors. What you can do about it: Alternative measuring techniques like Polar Analytics 🐻❄️’s Causal Lift or new machine learning models can help you have a sense of performance without needing user-level identifiers. Earlier this year, we helped a skincare brand test Meta awareness campaigns using our new Causal Lift feature. The data showed zero lift in conversions, helping them confidently shift budget to better-performing Google campaigns. The privacy-first era isn't the end of data-driven marketing. It's pushing us toward something better: understanding customers through synthetic data and direct relationships. Smart brands are already adapting by mastering first-party data collection, building statistical models to fill tracking gaps, and using predictive analytics for targeting. Want to learn how to master any of these techniques? DM me and I'll be happy to help.

DRAFT DPDP RULES, 2025 - SECTOR-WISE IMPACT ANALYSIS - PART 2 – E-COMMERCE SECTOR The e-commerce industry, handling vast amounts of user data for various purposes such as transactions, marketing, and analytics, faces significant compliance responsibilities under the Draft Digital Personal Data Protection (DPDP) Rules, 2025. These rules aim to bolster consumer privacy and data security while ensuring transparency and accountability in data processing practices. ## Key Obligations for E-Commerce Platforms: # Significant Data Fiduciaries Obligations: * E-commerce platforms that process data of over 2 crore users are designated as Significant Data Fiduciaries. * These platforms are required to conduct regular Data Protection Impact Assessments (DPIAs) and data audits (as per Rule 12) to ensure compliance and mitigate risks associated with the processing of sensitive personal data. * Enhanced obligations include the transparency of algorithmic processes, ensuring they do not infringe on consumer rights, particularly around targeted advertising and data usage. # Child Data Restrictions: * E-commerce platforms must not profile or target children for advertising or data collection (as per Rule 11). * The platform will need robust mechanisms to identify and segregate children's data. * Parental consent must be obtained before processing personal data of minors, demanding additional infrastructure and verification systems. # Data Retention Policies: * Platforms are required to delete user data within three years after a user becomes inactive, unless a longer retention period is stipulated by law (as per the Third Schedule). * This is aimed at minimizing the retention of unnecessary data, reducing the risk of misuse. # Transparency and User Rights: * Users will have clear rights to access, correct, and delete their personal data under the DPDP Rules. * E-commerce platforms must develop systems that enable users to easily exercise these rights. Clear and explicit consent mechanisms will be mandatory for data collection and processing, requiring platforms to enhance their current data-gathering processes. In summary, the DPDP Rules require e-commerce businesses to implement stronger data protection practices, increasing both compliance costs and operational complexity, but also offering an opportunity to build greater consumer trust. ANB Legal Lara Borges Sejal Mehta

Retail Tech Is Getting Smarter - So Should Your Privacy Program Retail tech is booming. We’re talking smart kiosks, motion sensors, digital displays that adapt based on what a shopper picks up. Exciting? Absolutely. But here's the catch: If your tech is tracking, inferring, or profiling customer behavior, you're likely handling personal information, even without names or emails attached. Under #PIPEDA, inferred or behavioral data can still qualify as personal information. Before launching new tech, answer these questions: 📍 What exactly is being captured? Is it just anonymized data or could individuals be identified through behavior? PIPEDA isn’t just about names, it covers what people could reasonably be tied to. 🤝 Who will access the data? Vendors? Ad partners? Your own analytics team? Any third-party data sharing triggers accountability. You are still responsible. 🧠 Is AI or behavioural profiling involved? That escalates pretty quickly under privacy obligations, expect documentation and clear legal footing. 🪧 Are customers informed? Are signs clear, timely, and easy to understand? Transparency isn’t optional. Businesses must notify individuals appropriately, not just bury notices in a Privacy Policy. The smart move? Privacy Impact Assessments. A #PIA identifies how, when, and why data is collected and flags anything that could identify a person. It prevents surprises and protects both customers and your business. The bottom line: Innovation in retail is impressive. But if you assume no privacy risk just because “there’s no name,” you're flirting with non-compliance. Need help keeping your tech edge without legal baggage? Let’s connect. We’ve worked with national and international retailers so we know the space well. #RetailPrivacy #SmartTech #PrivacyImpactAssessments #CustomerTrust #PrivacyCoaching #EmergingTech Bamboo Data Consulting