Consumer Portal for Privacy-Protected Data Review and Marketing Control
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Solution Overview
Problem
Current marketing systems lack consumer control over their data, leading to privacy concerns and inefficient targeted marketing, as consumers have limited ability to review, correct, or opt out of data usage.
Innovation Solution
A consumer web portal that allows users to review, update, and delete their data while providing authentication and opt-out options, ensuring privacy protection and enabling more relevant marketing messages.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If marketers collect and use consumer data for targeted marketing, then marketing effectiveness and ROI improve, but consumer privacy concerns and security risks increase
Solution Approach 1:
The patent introduces a consumer portal as an intermediary system between consumers and marketers. This portal allows consumers to control their own data, granting or denying access to marketers while maintaining privacy security. The portal acts as a mediator that enables targeted marketing functionality while protecting consumer privacy through centralized consumer-controlled data management.
2Ease of operation
If consumers allow data collection for targeted marketing, then they receive more relevant marketing messages, but they lose control over their data and cannot review or correct inaccuracies
Solution Approach 1:
The patent inverts the traditional marketing data model by giving consumers control over their data rather than marketers controlling consumer data. Instead of marketers collecting and managing consumer information, the system allows consumers to store their data in a portal and selectively grant access to marketers. This inversion enables consumers to review, correct, and control their data while still receiving targeted marketing messages when they choose to share information.
3Object-affected harmful factors
If consumers opt out of data collection, then their privacy is protected, but they receive only mass-marketed messages that are not relevant to them
Solution Approach 1:
The patent implements a dynamic system where consumers can flexibly control their data sharing preferences. Rather than a static opt-in/opt-out model, consumers can dynamically grant or revoke access to specific data elements with different marketers at different times. This dynamic control allows consumers to protect their privacy when desired while still enabling targeted marketing when they choose to share information, making the system adaptable to changing consumer preferences.
4Adaptability or versatility
If a consumer-controlled data model is implemented, then consumers gain power and control over their data, but system complexity and authentication requirements increase
Solution Approach 1:
The patent implements self-service functionality where consumers manage their own data in the portal without requiring complex intermediary authentication systems. Consumers can directly review, correct, and control their data, and the system automatically manages access permissions. This self-service approach reduces system complexity by eliminating the need for complex authentication protocols while still providing robust consumer control over their data.
Data Source
AI summary
A consumer portal enables consumers to review data collected about those consumers in a privacy-protected manner, through authentication using personally identifiable information (PII) and a linking service supported by a marketing database. Once consumers review this data, they may then edit this data or determine whether they wish it to be used for marketing purposes. They are also presented with various opt-out facilities. The consumer portal is accessible by computers, tablets, smartphones, and other computing devices with Internet-access capabilities.