Dynamics 365 Customer Insights – Data - Real-time web tracking and personalization for known and unknown users
🚨 The Signal: Dynamics 365 Customer Insights will track unknown user web activity, then link it to known profiles upon identification. This creates persistent user profiles, consolidating browsing history with identity, which impacts privacy and data governance.
The Impact
Data privacy officers and legal teams are affected by the expanded collection and correlation of user data, increasing privacy compliance risk.
- Privacy Officers: Increased risk of non-compliance with data privacy regulations due to expanded data collection.
- Legal Teams: Potential for new legal obligations regarding user consent and data retention.
- Security Teams: Need to ensure secure storage and access controls for consolidated user profiles.
- Marketing Teams: Enhanced personalization capabilities, but with increased responsibility for data handling.
The Action
- Review existing data privacy policies and consent mechanisms to ensure they cover the new data collection practices.
- Consult legal counsel regarding the implications of persistent user tracking and profile correlation.
- Assess data retention policies for combined unknown/known user data to align with regulatory requirements.
- Implement or verify robust access controls for Dynamics 365 Customer Insights – Data to protect sensitive user profiles.
Domain: M365-Apps · Impact: medium · Workload: M365 Apps