Webinar: Marketing Agencies: Use Consumer Behavior Data to Help You Win More Deals

Cate Zovod

VP Global Product & Industry Marketing

4 mins read

Data Security vs. Data Privacy – What’s the Difference?

Data security and data privacy are terms that are often used interchangeably, but they represent very distinct aspects of data management. As a leading provider of data intelligence and insights on consumer behavior, Azira takes privacy very seriously and is always striving to keep consumer identity and our customer’s data secure and most importantly, private. That leads us to the question:

How is data privacy different from data security?

Data security refers to protecting data from unauthorized access, cyber threats, and more, while data privacy concerns the ethical and responsible use of personal information. For example, a data secure process means data is held in a secure location only accessible to certain individuals, but even so, it need not be anonymized to be considered secure. On the other hand, data privacy measures ensure that all personally identifiable data (PII) is anonymized and encrypted to ensure nobody can use it to identify or track an individual. 

To visualize it

Data Security

Data is

Data is moved to a
secure location

Data is de-anonymized for specific
users to run queries and tests

Data Privacy

Data is

Data is moved to a
secure location

Access and queries are run
on anonymized data

To explain with an analogy, a journalist can provide either data security or privacy to their sources. With data security, the journalist knows the source’s identity, which means there is an inherent risk of exposure or data leak even if the information is in the hands of only one person. On the other hand, if a source is anonymous, they do not face the risk of exposure as their identity is known to no one, even the journalist.

At Azira, we prioritize data privacy not only for ethical and legal reasons but also to foster trust and enable innovation. As a privacy-first company, Near respects the rights of consumers and does not use data from individuals who have opted out of sharing their data. Data privacy, therefore, is not limited to protecting data from external threats; it also ensures that data is used responsibly and transparently, respecting our principle of privacy by design.

Moving Towards Data Privacy

Historically privacy compliance and data utility have had an inverse relationship – increasing privacy compliance decreases data utility while maximizing data utility compromises privacy. At Azira, we are hard at work building next-generation tools that overcome this trade-off, enabling both data utility and data privacy. This makes data privacy a strategic move for businesses worldwide rather than an ethical concern. This is especially important in today’s world as consumers increasingly adopt digital channels for shopping, entertainment, and more.

Let’s take a look at the strategic advantages of moving toward data privacy:

Foster Consumer Trust:
Apple is a great example of a brand that inspired its customer’s trust with its emphasis on data privacy. Consumers today are aware and concerned about how their data is being collected and used. By adopting a strong data privacy framework, businesses can inspire trust and differentiate themselves from competitors who still focus only on data security. There is also a need to protect customers’ data.
Nurture Innovation:

Innovation is at the core of how Azira approaches its products and platforms and building for data privacy has enabled us to be more creative and resourceful in our approach. We are always looking for ways to maximize data utility while not compromising on privacy.

Ensure Compliance:
Data protection laws are becoming more stringent across regions like Europe, the US, and Australia, and the rest of the world will soon catch up. By embracing data privacy now, businesses can avoid fines and legal problems and ensure compliance from the get-go.
Drive Sustainable Growth:
Data privacy is the future and building a solid foundation enabling data privacy can set businesses up for long-term success. As discussed earlier, companies that respect their consumer’s right to privacy are likely to foster customer loyalty and attract a more extensive customer base.

As we navigate the future of the data intelligence landscape, it is essential that businesses recognize that data security and data privacy are not mutually exclusive concepts. By being an early adopter and maximizing both, businesses will be poised to win in an increasingly data-driven world.

Want to learn more about how Azira’s Consumer Behavior Data Intelligence platform ensures both data quality and privacy? Check out our eBook: Not All Data Is Created Equal or request a demo.