May 30, 2018,
News, Thought Leadership 
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Does your company have consumer data it isn’t legally authorized to possess?
Don’t be too quick to answer. Many ethical, lawfully managed businesses do have such data — and it comes from a surprising source: their customers, who inadvertently share the personal data of their family, friends, and colleagues.
The lack of awareness regarding peer-dependent privacy is one way that London-based Cambridge Analytica Ltd. was able to collect the personal information of more than 71 million Facebook users, even though only 270,000 of them agreed to take the now-bankrupt company’s app-based personality quiz. Cambridge Analytica reportedly knew what it was doing, but any company that accesses customer data, such as contacts, call logs, and files, can unknowingly breach peer privacy.
Blame apps. Virtually all large companies offer apps to their customers, and most of those apps access and collect customer data. Often, that includes peer data, which also is collected even though the app’s owner may have no direct relationship with the user’s peers.
To read our full article in MIT Sloan Business Review, click here
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