Uloga HTTP kolačića u CRM-u i percepcija korisnika o prikupljanju i obradi osobnih podataka

master's thesis

• Title (english): The role of HTTP cookies in CRM and users' perceptions of the collection and processing of personal data
• Author: Ana Sertić
• Mentor: Ivan Strugar (mentor)
• Committee member: Katarina Ćurko (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2022-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Nevjerojatna vrijednost informacija i ogromna brzina njihova protoka glavni je pokretač potrebe za prikupljanjem, obradom i, naposljetku, korištenjem osobnih podataka. Jedan od najpopularnijih alata kojim se to postiže je, upravo, web kolačić. Poduzeća ga vole jer im donosi toliko vrijedne podatke, dok se za korisnike interneta može reći da ne dijele jednake osjećaje. Glavna ideja praćenja putem kolačića bila je povećanje profita organizacija, a jedan od način da se to postigne je da bude podrška CRM-u. Uloga kolačića je da svojim djelovanjem osnaži rad ostale informacijsko-komunikacijska tehnologije te da zajedničkom suradnjom maksimiziraju efikasnost upravljanja odnosima s klijentima. Donošenjem GDPR-a, uvođenjem privola, zabrinutost korisnika te inicijative sve većeg broja web preglednika da se blokiraju kolačići trećih strana doveli su do gašenja kolačića i pada profita. Iako kolačići sami po sebi nisu loši, vrlo lako se mogu iskoristit u loše svrhe. Zbog mnogih incidenata vezanih uz iskorištavanje osobnih podataka, pogrešnih informacije i neinformiranosti, korisnici nemaju previše povjerenja u njih. U ovom radu cilj je bio ispitati postoji li osnova za nepovjerenje prema hrvatskim web stranicama što se tiče transparentnosti i zakonitosti u prikupljanju podataka. Analizom je ukazano na mnoge nedostatke, nedosljednosti i neispravnosti u postupanju s kolačićima. Uz to, u anketnom upitniku je utvrđeno da korisnici imaju vrlo malo povjerenje u kolačiće te da je od velike važnosti više se educirati i tehnološki opismeniti, budući da je to ipak najsigurniji način zaštite.

Abstract (english)

The incredible value of information and the enormous speed of its flow is the main driver of the need to collect, process and, ultimately, use personal data. One of the most popular tools used to achieve this is a web cookie. Businesses love it because it brings them so much valuable data, while Internet users do not share the same feelings. The main idea behind cookie tracking was to increase the profit of organizations, and one of the ways is to support CRM. The role of cookies is to strengthen the work of other information and communication technologies and to maximize the efficiency of managing client relations through joint cooperation. With the adoption of the GDPR, the introduction of consent, user concerns and the initiative of an increasing number of web browsers to block third-party cookies have led to the shutdown of cookies and a drop in profits. Although cookies are not bad by themselves, but they can be used for bad purposes very easily. Due to many incidents related to the exploitation of personal data, wrong information and lack of information, users do not have trust in them. In this paper, the goal was to examine whether there is a basis for mistrust of Croatian websites in terms of transparency and legality in data collection. The analysis revealed many shortcomings, inconsistencies and malfunctions in the handling of cookies. In addition, the questionnaire found that users have very little trust in cookies and that it is of great importance to educate yourself more and be technologically literate, since this is the safest way of protection.

• Keywords: web kolačići; privatnost; CRM; informacijsko-komunikacijska tehnologija; web stranice; GDPR; zaštita osobnih podatak
• Keywords (english): web cookies; privacy; CRM; information and communication technology; websites; GDPR; personal data protection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:260274
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-23 07:25:24