Answer:
Personally Identifiable Information (PII)
Explanation:
PII refers to any data which can help in identification of a person. This data can include name, email, address, credit card or debit card information.
Google Analytics, as the name suggests performs analysis of data present online. It is a web analytics service by Google. Web analytics refers to analysis of data present on the internet. This can be on social networking sites and search engines results.
This service is a tool to measure the return on investment (ROI) on advertisements done online. Online advertising includes advertising on social media and networking websites.
1. This can be used by businesses to measure customer satisfaction through analyzing their online reviews.
2. Also, customers visiting and responding to online advertising can be measured through this service.
3. The traffic that generates as a result of online promotions can be measured through Google analytics.
Web analytics is purely an analytical tool. This measures ROI through collecting customers data. This data can come from online purchasing, customer queries or consumer complaints.
1. The data to be analysed is filtered so that data that is fed into Google analytics does not fall under the category of PII. Any data that can reveal information about the identity of a person is classified as personal identifiable information.
2. The data filters out any PII and the remaining data is directed towards the Google analytics.
3. The data can include billing amount, product information and even billing city. Any of these data does not disclose the identity of a person.
Interpretation of results
1. The analytical results give the success or failure rate of online promotions.
2. The results also give insights into the customers mind. Consumer reviews and complaints give an insight into the success or failure of the company’s product.
Any of the above does not requires personal data from the customers hence, PII is not allowed to be collected by Google Analytics.
