Retailers’ use of mobile phone-tracking continues to grow in popularity, Forbes reports. Gleaning data in this fashion has been “cheap and easy to install, gave us continuous live data streams and had the least security and data protection issues,” said Bernard Marr, who used such tracking “to help a client understand some basics about shopper behavior in retail stores,” the report states. Indeed, “in the U.S., there is very little comprehensive regulation of privacy and data collection by nongovernmental entities,” one attorney notes, while another, Paul Lanois, CIPP/US, CIPP/E, CIPP/C, CIPT, points out, “If enough data can be tied to an identifier over the course of time, then it would be possible of course to identify the user of the device.”
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