Without knowing customers, it is impossible for a business to offer services. To gather information businesses are using several methods including registration forms, social login, email registration etc. But the problem with these authentication methods is that users have to hand over their Personally Identifiable Information (PII). Sharing PII to any business is not so comfortable for many users. They don’t like to hand over their personal information to anyone.

This mindset encourages IT researchers to come up with solutions that can eliminate the need of providing private information. Anonymous login and Line by line controls are some of the ways that help businesses to gather customers data without annoying them.

Anonymous login: It is a process of authentication where users can access a website without an encounter with the login process. They simply don’t need to provide their PII.

Line by line control: It is a great authentication approach. In this method, users can allow or disallow permission to share their information (nothing or all) with a website.

Both the methods give more control to users regardless of what type of data they are sharing. At present scenario, users are conflicted- at one time they demand personalize experience and on the same time they are concerned about the data they are sharing.

Are the methods good for marketers to gain customers insights?

When a user login to a website using these methods, it gets a unique identifier about the user. Business doesn’t get any PII but they can start to build a profile by examining what are the content users are liking and what are their preferences.

The methods also work great across several devices and mobile apps. Both the process make it easy for users to access the internet services and other applications and improve their experience.

Better experience leads to build a level of trust among users for the business. Marketers can use this opportunity in asking personal questions in order to boost experience and services.