Ochrana a zneužitelnost dat v marketingové komunikaci

Tokarčíková, Zuzana

The diploma thesis deals with the issue of data protection and misuse in marketing. The aim of the work was to examine the perception of this issue by digital marketers, to identify the causes of insufficient compliance with the principles of data protection and to find out the main barriers related to data protection in this industry. In the theoretical part of the work, basic terms are defined, the use of data in digital marketing, methods of obtaining them and risky areas of working with them are presented. The practical part of the work includes qualitative research in the form of semi-structured interviews with digital marketers. The results of the research showed that digital marketers perceive the topic of data protection as important, but in practice the procedures appear to be inadequate. The main reasons for the lack of data protection among digital marketers are the low priority of the topic within the marketing community, the transferred responsibility for data protection and the technical and legal complexity of the topic. The main barriers contributing to insufficient data protection include the attitude of the marketers themselves, lack of support from company management, lack of easily accessible information on correct procedures and mistrust of the enforceability of sanctions.

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