Code: 1.4
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.
Understanding the benefits of having one or more digital identities, e.g. professional, private, as a consumer
Knowing that one's consumer data – such as past purchases, products viewed – are analysed for marketing purposes
Knowing that companies use digital identity data to better target and personalise offers
Knowing which kind of data are processed when using certain services (i.e. geo-location data)
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)
Realising that in several cases profile data are neither portable nor interoperable
Realising that companies value their digital identity, that companies' brands are built on their digital reputation among other factors.
Checking and modifying as appropriate the transaction details before confirming a purchase.
Constructing one or multiple profiles that benefit one’s needs as a consumer, e.g. by using different emails to register with different services
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.
Taking advantage of the benefits of building one's online profile and reputation i.e. through positive reviews
Using digital tools available to manage or delete one's consumer profile
Using different digital profiles/identities to counterbalance the effects of dynamic pricing
Managing different usernames and passwords that are needed to log in to different digital services (with or without a password manager application)
Being critical towards tracking practices and claiming one’s right to anonymity