IT 226 Module Two Milestone

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“Project Documentation for Data Nanny” IT-226-X3479 24EW3 Communications in STEM Professions Professor Mike Lambert

“Project Documentation for DataNanny” I. Introduction The DataNanny project is a security product designed for both consumer and business customers. Its goal is to isolate personal and corporate data from being collected and sold online. The product will function as a system to isolate data trackers, ensuring completely untracked usage of personal computing devices. DataNanny functions by establishing a fully isolated environment for users. It operates independently of individual applications and supports multiple devices, such as phones, tablets, laptops, and desktops. The requirements specify that both individual and corporate users must install and run DataNanny on all their devices to effectively utilize it. I. Potential Audiences The potential audience for this product is remarkably diverse. It could be individuals, small businesses, large corporations, and government agencies. The focus for this project will be that of the individual consumer audience. II. Demographics and Psychographics The demographics and psychographics associated with this audience are young adults (18-35 years old), tech-savvy, privacy-conscious, and active internet users. This audience may appreciate personalized recommendations tailored to their specific needs and preferences. Discussed in an article about the psychological approach in modern digital consumerism, the author stated. As more and more companies have understand a necessity of their presence in the cyberspace, they still need to learn about complex nature of young people who are becoming customers.” (Jablonski, 2017)

Psychographic and behavioral characteristics play a pivotal role in this regard. For example, based on their profiles, this audience values features such as customizable privacy settings and real-time notifications for data tracking. In addition to demographic and psychographic characteristics, it is important to consider the specific motivations and concerns of individual consumers when creating marketing messages and product features. III. Stock Image Persona Serving as Representative: IV. Persona Representative Leah, 28, is a marketing professional who is always on the go. She relies on her smartphone for work emails, scheduling social media posts, and managing client communications. During her 9-

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to-5 job, she uses a company-issued laptop for more complex tasks but also enjoys browsing the internet on her tablet during downtime. The appreciation of having data security has been identified in research made available by Santa Clara University. The older "young people" surveyed by Hargittai and Marwick report that they deploy a wide variety of privacy-protective measures: "using different sites and apps for different purposes, configuring settings on social media sites, using pseudonyms in certain situations, switching between multiple accounts, turning on incognito options in their browsers, opting out of certain apps of sites, deleting cookies, and even using Do-Not- Track browser plugins and password-management apps."” (Santa Clara University, n.d.) Leah is tech-savvy and prioritizes her privacy and data security. She is mindful of the information being tracked and collected while using different devices for both work and personal activities. Leah seeks a smooth digital experience, valuing personalized recommendations that meet her individual needs. When marketing to people like Leah, it is important to emphasize the convenience of using DataNanny across multiple devices and highlight the customizable privacy settings along with real-time notifications for data tracking. By understanding and addressing their needs, DataNanny can effectively connect with its target audience and build trust. Targeting a specific audience is crucial for any marketing campaign's success, including that of DataNanny. Achieving a more refined understanding of who is doing what requires a thoughtful segmentation—incorporating data about consumers' demographics, household

characteristics, usage patterns, spending, attitudes, and needs—supported by "big data" analytics. (Duncan et al., 2013). The focus will be on targeting individuals like Leah to effectively build trust while meeting their needs for privacy and data security, thus providing a seamless digital experience. To do this, DataNanny should highlight features such as seamless integration across multiple devices, customizable privacy settings, and real-time notifications for data tracking - all tailored specifically to individuals like Leah.

References: Acquisti, A. (2005). Privacy and rationality in individual decision making . https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3305365 Duncan, E., Hazan, E., & Roche, K. (2013, July 1). Developing a fine-grained look at how digital consumers behave . McKinsey & Company. https://www.mckinsey.com/industries/technology-media-and-telecommunications/our- insights/developing-a-fine-grained-look-at-how-digital-consumers-behave Jabłońska, M. R. (2017, May 4). Modern Consumer in Cyberspace – Internet and Psychology approach . Sciendo. https://sciendo.com/it/article/10.1515/fman-2017-0009?tab=art %C3%ADculos-recientes Santa Clara University. (n.d.). “Young people” and privacy . https://www.scu.edu/ethics/internet- ethics-blog/what-young-people-think--and-do--about-privacy/

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