Much have being said about how companies’ usage of our personal data. Some might say that they refuse having their private information out there. But is there anything to do about that? I personally think that it’s to like fighting windmills. We need to embrace progress.

Airlines have started collecting personal data, to help their flight crew with providing a better service to their passengers. The flight attendants can easily access the information about each passenger including their allergies, seat preferences and whether the carrier lost both their bags last trip. It’s as simple as few IPad’s screen touch.

The airlines would try and using this data to increase their revenues. For example this data can help with the onboard sales numbers. Buyers trapped in one place for several hours. “And the best they can do is SkyMall” (Thomas Davenport, a Babson College professor). Another example is with United’s sales of economy-plus seats, which surged since it started using data to target fliers.

There is a fine line “between providing excellent customer service and suddenly becoming creepy” (Maya Leibman, chief technology and information officer at AMR Corp.’s American Airlines). Delta upset some customers when they discovered their personal information in obscure computer code on Delta’s website, including their ages, estimated annual incomes and home values. Some might say that Delta has crossed the line to the “creepy” side.

To conclude, data is and always was one of the companies’ most important intangible asset. Today, however, it is much easier to use it for more profits, but the company should be careful not to cross the line. They should keep it as an asset without any contra-asset.

Source:  Jack Nicas (2013, November 8). How Airlines Mine Personal Data In-Flight; Flight Attendants Are Likely to Know What Fliers Will Buy on Board. The Wall Street Journal Online.