????相反，它應該成為零售商學習適應透明度實踐以獲取有用信息（同時又不會讓顧客受到驚嚇）的第一步。或許諾德斯特龍公司本應該在其動跟蹤程序前預先警告顧客，或者提供一個簡單的退出方案，以告知客戶，如果他們拒絕跟蹤，他們將錯失大量的好買賣。

????由于缺乏開放性和規則，商家可以隨心所欲地利用人們的信息。沒錯，去過幾趟家電商場之后，你的手機突然獲得了一張購買電視機的半價優惠券，這的確是件好事。但如果你在當地一家藥店某種藥品的貨架前多徘徊了幾次后，你的保險費驟然上漲，不知你將作何反應呢？這些數據有可能落入“別有用心”的人手中，沒有什么能夠阻止數據采集者不會把它出售給那些謀求利用這些數據的人。

????目前圍繞顧客數據采集的隱秘性也引發了對于安全隱患的擔憂。收集顧客海量信息的公司有責任投入巨資保護這些數據，同時告知顧客所收集信息的內容以及保護信息的方式。

????安全并不是廉價品，一些公司目前采取的“現在入侵，以后擔憂”的態度顯示，保護這些數據或許并沒有被擺在重中之重的位置上。

????企業依賴客戶。一個人選擇在Facebook上公布自己給孩子更換尿布的時間表并不意味著他賦予了賣尿布的超市窺探自己的權利。

????然而，在某人從安全系數低下的公司盜取這些非法獲得的數據之前，消費者應該行使自己的權力。購物者應該要求掌握商家跟蹤他們的具體情況。如果不能獲得一個滿意答復，人們在購物時就該關閉自己的手機，或者找一個能夠阻止跟蹤的應用程序。目的就是要確保用戶知道這些應用程序正在盜取什么信息。（財富中文網）

????譯者：任文科

????Instead, it should serve as a first step in the learning process of how to tailor the practice of transparency in order to gain useful information without creeping out customers. Maybe Nordstrom should have warned customers before it started tracking them, or offered a simple opt out solution that notified customers of all the great deals they'd be missing if they weren't tracked.

????With no openness and no rulebook, companies can do with your information what they please. Yes, it would be great to get a half-off coupon for a television delivered to your phone after making a few trips to an electronics store, but what if your insurance premiums went up after you lingered a little too often around the shelves of certain medications at your local pharmacy? This data can be used in nefarious ways, and there's nothing to stop the data collectors from selling it to those looking to take advantage.

????The current secrecy surrounding the collection of customer data also brings up concerns about security risks. Companies that gather troves of information about their shoppers have an obligation to invest heavily in protecting that data, as well as informing customers about what they collect and how they protect it.

????Security isn't cheap, and the current "invade-now-worry-later" attitude of some companies suggests that keeping this data protected may not be a top priority.

????Businesses are beholden to their customers. Just because a person chooses to announce the diaper-changing schedule of his child on Facebook doesn't give the supermarket where he buys those diapers the right to spy on him.

????Still, it is up to consumers to use their power before someone steals their ill-gotten data from companies with inferior security. Shoppers should demand to know how they are being tracked. When they don't get a satisfactory answer, they should turn off their phones while shopping, or find an app that will block tracking. Just make sure you know what information that app is stealing.