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sweet enonymity

privacy ratings







vision for an enonymous infomediary
simple solutions for the privacy paradox

e-commerce is driven by internet marketing, thus the consumers hold the power in their own demographic data. Our vision let's users control that asset by splitting demographic data and clickstream AWAY from identity. More importantly, the enonymous community is built on two key principles. First, it is voluntary, and second, it does not "get in way" of normal web activity like so many other privacy solutions (proxy servers and the like).

Privacy Ratings

The user gets something else from enonymous - privacy ratings of thousands of web site privacy policies (and practices). Realistically, people don't go on the Internet to read legal documents. We expect privacy, and when a simple rating system shows where threats to it may exist ... that's progress. Amazingly, many companies howled when we offered the ratings, including some famous privacy advocates who said consumers weren't smart enough to understand a 4-star system. Or, on the other hand, the whole matter was too complex to be simplified. Really? All we do is find out whether a website (1) collects personally identifiable information from its visitors or not, (2) if sells or shares the identifiable data or not, and (3) if it contacts users without their permission, which we lovingly call "spam." A 4-star site posts a policy which declares it never spams, and never shares identifiable data. Is that so hard?

Tracking clickstream

Some critics contend we're really nefarious corporate types. Why? Because we "track" users. What they neglect to mention is that our gathering clickstream is only done (1) with permission from those users who opt-in to our community and (2) such data is gathered anonymously. In fact, if the FBI asked to see our data to identify a person, they would be unable to do so. We literally don't know our customers. And we like it that way.

But why track clickstream? Great question. In fact, it is the answer to a more common question which is "so how the heck do you guys make money?" We track enonymous clickstream. Clickstream is a kind of holy grail for understanding surfer behavior, and with it we can help comapnies understand the demographics for the people who visit their websites. This is almost impossible for small and even medium-size web sites to do. Currently, the way such sites do market research is by asking

Our infomediary business model

Philosophy: create a win-win for consumers and merchants.

Consumers get free privacy protection and automatic form-filler.

Web sites get free consumer data, 1-to-1 marketing, personalization without the mess.

Technology: Patent-pending identity management process which splits consumer data in two.

questions with annoying online forms. Or worse, they use solutions that actually do invade privacy and track users without their knowledge or permission.

What next?

Our goal is to reach out to small websites and show them that they ALREADY have enonymous visitors coming to their websites, and that we can offer them much better demographic data - rich, voluntary, anonymous - than they can get anywhere else. And even better, they can get better data if they help us sign up more users by advocating the advisor software to their visitors. All voluntary, of course. This piece of our business model - we call it enonymetrics - has only been partially built. Our challenge is to complete this part, which will solve the "chicken and egg" problem.

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