Value of Data over time in Albert Heijn’s Loyalty Program
نویسنده
چکیده
The importance of finding an equilibrium between privacy and the usage of data is increasing. As a consequence, the trade-off between these factors must become measurable. In former research, Van Heerde assumes that the monetary worth of data decreases over time, similar to a non-negative monotonic descending function. This research examines this assumption for the particular case of Albert Heijn’s loyalty program: the “Bonuskaart”. This program enables AH to save personal purchase information to offer their customer, for instance, personal deals, and eventually to gain extra profit. The value of the gathered data is calculated by the additional profit gained by the loyalty card. The course of the calculated value in this particular case does match a non-negative monotonic descending function.
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