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Chapter 3  Managing digital business infrastructure

Privacy issues of personalisation and behavioural targeting 

Q. How is the privacy of the user protected and how are possible concerns 

addressed?

Magiq only uses the data that the users voluntarily enter into the site and link this to 

location and organisation data derived from their IP addresses . . . . So it’s like the 

message you hear when calling a call centre that says ‘this call is being recorded for 

the purpose of customer service quality improvement’.

Figure 3.1 shows an example of some of the information collected by Maqiq.

Magiq’s contracts also require the site owner to disclose the fact that they are col-

lecting data and the purposes for which they will be used, as we believe openness with 

the visitors is very important.

Magiq’s solution also goes to considerable lengths to manage the privacy and 

security of personal information being collected. For example, all data Magiq collects 

from the user is encrypted as it is captured, so the transmission of any data is more 

secure than the data normally passed from the browser to the website. We also pro-

vide  opt-  out functions for the user, allowing people to manage their own data collec-

tion and privacy decisions.

Lastly, unlike most ‘on-demand’ services which are ‘ multi-  tenant’, each Magiq cus-

tomer has his or her own cloud instance – this means that each site’s data is in a sepa-

rate system and the site owner has exclusive access and rights to the data collected. 

Figure 3.1

An example of some of the data collected by Magiq

Source: www.magiq.com.

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Part 1  Introduction

Moreover, Magiq subscribers can decide if they would prefer their instance to be 

located in the EU or USA, thus easing data management and privacy compliance.