Estimated duration: 5 minutes
In Marketing Analytics, companies conduct surveys asking people for their personally identifiable information, in order to make reliable datasets. While their data science teams use this big data to single out groups for consumer targeting. Collecting and storing volumes of personal information is a crucial responsibility. Although this may seem harmless, a user's personally identifiable information is supposed to be extremely private. Confidentiality is prime to a user’s safety and if leaked, can pose a threat to safety, and can lead to risks such as identity theft.

This video talks about the risks of personally identifiable information getting leaked and discusses the steps a user can take to avoid such a situation. We answer questions such as: What is personally identifiable information? How can basic personal information be traced back to a person? What are the risks of personally identifiable information getting leaked? How to secure personally identifiable information?