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DigCompConsumers2016

Code: 1.4

Managing digital identity and profile in the digital marketplace

To understand that one’s profile as a digital consumer can be built, modified, manipulated and exploited. To manage the data that one generates through different digital tools and services. To create and manage one or multiple digital identities (e.g. personal, professional) to maximize the benefits of the digital marketplace.

Descriptors

Knowledge

What you learn at this level

  • K

    Understanding the benefits of having one or more digital identities, e.g. professional, private, as a consumer

  • K

    Knowing that one's consumer data – such as past purchases, products viewed – are analysed for marketing purposes

  • K

    Knowing that companies use digital identity data to better target and personalise offers

  • K

    Knowing which kind of data are processed when using certain services (i.e. geo-location data)

  • K

    Being aware that commercial targeting is based on the knowledge that companies have about one's digital identity (e.g. through the recognition of IP addresses, through device tracking, through email/account tracking)

  • K

    Realising that in several cases profile data are neither portable nor interoperable

  • K

    Realising that companies value their digital identity, that companies' brands are built on their digital reputation among other factors.

Skill

What you learn at this level

  • S

    Checking and modifying as appropriate the transaction details before confirming a purchase.

  • S

    Constructing one or multiple profiles that benefit one’s needs as a consumer, e.g. by using different emails to register with different services

  • S

    Tracking one’s own digital footprint as a consumer, e.g. knowing how to review and manage one’s purchase history or browsing interests in a commercial platform.

  • S

    Taking advantage of the benefits of building one's online profile and reputation i.e. through positive reviews

  • S

    Using digital tools available to manage or delete one's consumer profile

  • S

    Using different digital profiles/identities to counterbalance the effects of dynamic pricing

  • S

    Managing different usernames and passwords that are needed to log in to different digital services (with or without a password manager application)

Attitude

What you learn at this level

  • A

    Being critical towards tracking practices and claiming one’s right to anonymity

Learning outcome types
K — What you need to know: theoretical understanding and factual information.
S — What you can do: practical and technical abilities.
A — How you approach things: values, dispositions and behaviours.