Data Usage Taxonomy

Definition

A Data Usage Taxonomy is a classification of distinct purposes (and their characteristics) behind Data Processing activities. Such purposes acquire special significance in the context of Data Privacy and Data Privacy Risk linked to Personal Data.

Academic Research	conduct or assist with research conducted in an academic context e.g. within universities
Access Control	conduct or enforce access control
Advertising	Advertising is a subset of Marketing. Advertising by itself does not indicate 'personalisation' i.e. personalised ads.
Commercial Interest	carry out activities with a commercial interest i.e. of profit or benefit to the Data Controller
Commercial Research	conduct research in a commercial setting e.g. in a company
Communication for Customer Care	communicate with users via email, phone, sms, chat or push messages regarding your requests.
Create Event Recommendations	create and provide personalised recommendations for events
Create Personalized Recommendations	create and provide personalised recommendations
Create Product Recommendations	create product recommendations e.g. suggest similar products
Customer Care	provide assistance for customer complaints and satisfaction
Delivery of Goods	deliver goods and services
Direct Marketing	carry out direct marketing i.e. marketing communicated directly to the individual
Fraud Prevention and Detection	detect and prevent fraud
Identity Verification	verify and authorise identity
Improve Existing Products and Services	improve existing products and services
Improve Internal CRM Processes	improve customer-relationship management (CRM) processes
Increase Service Robustness	improve the robustness and resilience of services
Internal Resource Optimisation	optimise internal resources used by the organisation e.g. resource usage
Legal Compliance	fulfill obligations or requirements towards achieving compliance with law or regulations.
Marketing	carry out marketing i.e. promoting, selling, and distributing a product or service
Non-Commercial Research	conduct research in a non-commercial setting e.g. for a non-profit-organisation (NGO)
Optimisation for Consumer	optimise activities and services for the consumer or user
Optimisation for Controller	optimise activities and services for the Data Controller
Optimise User Interface	optimise interfaces presented to the user
Payment	process users’ payment transactions.
Personalised Advertising	provide personalised advertising
Personalised Benefits	personalise benefits received by the user
Registration and Authentication	register, authenticate, and identify in context of a service.
Requested Service Provision
Research and Development	conduct research and development for new methods, products, or services
Security	ensure and enforce security e.g. of data
Sell Data to Third Parties	sell data or information to third parties
Sell Insights from Data	sell or commercially provide insights obtained from analysis of data
Sell Products to Data Subject	sell products or services
Sell Targetted Advertisements	sell or provide targetted advertisements
Service Optimization	optimise service or activity
Service Personalization	personalise service or activity
Service Provision	provide service or activity
Social Media	market through and on social media.
Analytics	calculate, analyse, and report user behaviour and events for a service or product.
User Interface Personalisation	personalise interfaces presented to the user

See Also

• Personal Data Taxonomy
• Data Processing Taxonomy

References

• Data Privacy Vocabulary (DPV)