Moquer was facing some key challenges, which are expressed in the following two questions:
- Which products fit with which hair types?
- Based on the clients hair type, how to target clients with the optimal hair products?
To really understand their customers and answer these questions, Moquer embraces a data-driven decision-making strategy. Consequently, Moquer started collecting data from all contact moments with their customers. For example, when clients request information or purchase products.
To get actionable insights from this data, Moquer aspires to collaborate with third parties that specialize in data analytics. Unfortunately, there are roadblocks. First, protecting the privacy of customers is the highest priority for Moquer. Second, legislation forbids Moquer to share their client data with third parties without the consent of their customers (General Data Protection Regulation, GDPR). Finally, when Moquer applies classic anonymization techniques to mask sensitive parts in datasets, much valuable information gets lost, while privacy risk remain present (read more: why classic anonymization fails). What now?