However, it is not easy to create this sense of trust. First of all, brands need to take steps far beyond the legal obligations on this issue. The path to be followed for this can be categorized under three main headings: telling, setting boundaries and modifiability.

Under the heading of “telling”, it is necessary to tell the visitor which data will be shared, for what purpose and by whom this data will be recorded and processed. However, this should be done in a much simpler and user-friendly manner rather than using a confusing language full of terms. At the same time, indicating how the data they share will benefit them can also make visitors more receptive to sharing information. Because when they see that an ad shown to them at the right time means saving both time and money, users realize that big data is not such a scary concept and start to enjoy the situation.

Another topic is “setting boundaries”. The biggest fear of users when pressing the “accept cookies” button or filling out forms is to be disturbed by countless e-mails and calls coming out of the blue. Of course, as a brand, we will continue to communicate with our target audience, but reminding them of the space they give us and showing that we act within these boundaries will make customers feel safe.

Finally, let’s take the topic of “interchangeability”… One of the biggest frustrations for users is that they don’t know how much information they have shared with which brand, and they fear that their data is being misused because they may have missed the mark. Research shows that people with this fear make up 80 percent of all users, so it’s a problem too big to ignore. If customers are sent messages that emphasize “changeability” such as unsubscribing, changing the frequency of communication, reviewing their permissions for data usage, they will feel a great sense of confidence and relief with the perception of taking the lead again.

Paying attention to these points mentioned above is the first step towards making the best use of big data. Creating a transparent, sincere and equal balance of power between you and your target audience can provide you with a unique resource for analysis by removing the obstacles to collecting valuable data. Of course, it is also necessary to successfully analyze this data and make strategic planning in line with these analyses.