Dangers of unified user profiles

RapidVPN/ May 16, 2020/ Blog/

Unified user-profiles offer one single, centralized view of a user’s data. They display data that are typically scattered across channels, apps, and devices to paint one clear picture of all user’s interactions with a brand. Unified user profiles are extremely valuable for building products and marketing to users, but can be difficult to create.

Those profiles are above all great because they treat users as individuals. When all the data is collected in one place it allows analytics teams to make perfect measurements, and marketers to target valuable customers and product teams to build more useful services. In the digital world, users interact with companies across many channels, apps, and devices. The user can visit a brand’s website on many devices. Since consumers would want to be treated as one individual on any device they are using, unless they sign in to an account each time, the brand will think they are three separate individuals. Unified user’s data in one place allowing users to solve this problem. Analytics platforms offer pre-built solutions for tracking users across devices to make unified user profiles cost-effective and attainable.

To create unified user profiles, teams can either build their tracking systems – a complex and costly engineering challenge, or they can purchase the one that offers unified profiles as part of its service. With an analytics platform, brands must decide which data channels they want to track.

The good thing about unified user profiles is that it will treat users like individuals across devices. For example, if someone subscribed to a newsletter on one device, they wouldn’t receive a redundant message to subscribe again on a second device. The new account won’t be necessary for a user on both phone and desktop.  Furthermore, by tracking the users’ likes and dislikes across channels and devices, marketing teams can know when to message users, what to say, and what offers will increase purchases or engagement.

Brands can also track user’s complete buyer journeys. These brands can see which devices or channels users prefer, what actions they perform there etc.

If the company does not have unified user profiles it lacks insight. It might not know for example that most people discover the app within the app store and choose not to download it. If the company knew – the marketing team could tweak the copy.

There are many advantages of using unified user profiles but there are also certain disadvantages.

Some of them include:

  • The user setting can be recovered in any faulty condition.
  • It offers better control over the user profiles and tracks the data process in different profiles.
  • When it comes to the operating system it promotes the migration support, which helps to restore the administration and settings after any breakdown in the system.
  • It also helps with improving the key performance indicator by improving the performance of the applications.

But the main problem arises when an advanced accounting system seeks to gain control over the user profiles. This unified user profiling system restricts the administrator to access the data due to the authentication system. The main challenge that pops out is to implement a system in the business where the users can maintain their privacy for the private data.

This system may also encounter some challenges that are being as followed:

  • While changing the data storage system from local storage to Internet-based storage it requires proper addressing of the storage overhead.
  • The personalization facility makes the working process more complex in times. However, it is experienced the most while the administration tries to mirror the user experience.
  • In many cases, the tools required in managing the system required the agent to work. Hence, intrusive agents create challenges for the tools to manage their profiles.

There are nonetheless many dangers that lurk around when using unified user profiles. When one goes online, a lot of information is widely gathered. At the same pace, someone may disclose more of his or her data to other users. Internet cooperation creates a profile that is best based on your habit of surfing. It discloses someone’s profile to anyone who wants to get the information easily. It then leads to the shops adjusting their prices based on someone’s traits. Any kind of information about users can be used and shared with other networks in the world. This puts the user at the risk of exposing themselves to the world.

With the online data companies having all the information concerning the user, at any time they can choose to launch the “social credit system”. This system credits the citizens that can change based on their behavior in the connection. If this system is used freedom of speech can be restricted and personal expression be hindered as far as the social life is concerned.

Another danger is that it forces several different groups of items to merge and become one. If these groups merge, one group of heavy users may disappear.

Gratitude for a wellplayed role

Unified user profiles have played a good role in making the world a village where one can access what they want wherever they are. Despite all the disadvantages that it comes with, using some certain ways to secure one’s privacy may still make unified user profiles important and good, and it can make our world of browsing the Internet easier and much more connected.

Source: MixPanel, Ukessays, Oracle