In the words of Luis Badillo, director of the Mexican digital agency Masclicks, e-commerce is a topic that is gaining relevance quickly within the digital industry. ”Despite the barriers we have in terms of trust, payment processing, banking or delivery in such a complicated city, I think it was a year of many positive advances where we saw that people have understood that data is the new oil.
According to Condusef* statistics, in the last quarter of 2019, 4,359,807 complaints about cyber fraud were registered . These complaints increased by 38% compared to 2018 and have been increasing every year since 2015. Most of these complaints involve online businesses and secondarily, complaints about mobile banking.
On the other hand, Badillo comments that he has noticed a saturation in data collection. “Now everyone collects data, has cookies, knows about behaviors and one of the great challenges is knowing how we take advantage of that collection and not measuring for the sake of measuring,” he added.
For Luis, understanding that data has a critical value is the first step, while at the same time he considers not losing sight of the risks that are run by not using it properly. Let's remember the Cambridge Analytica case, the problems that resulted from this and the fine of 650 thousand dollars that Facebook obtained for the misuse of its users' personal data.
Data management is still a delicate issue, since, since there is not a full understanding of how it works, they are There are few digital agencies in our country that measure and interpret data correctly for their clients. For this reason, certifications for obtaining and managing data are becoming more specialized and the challenges increase to create relevant and understandable metrics.
“[2019] was a very challenging and productive year with interesting growth in terms of investment,” explains Badillo . “Every time new brands migrate budgets and it is understood that 'digital' is not an isolated piece, but rather an integral part of a communication strategy, and in many cases, as we have seen with some clients, it is the core part of their strategies. and not just another accessory,” he pointed out.
Finally, according to the Electronic Commerce Study in Mexico 2018, prepared by the Internet Association. MX, e-commerce increased its value to 396 billion pesos, in addition to a growth of 20% compared to 2017 and the most important concern of online buyers is the guarantee and security of their payments in the places where they make their purchases.
*Condusef Statistics, Cyber and traditional frauds 2019, at https://www.condusef.gob.mx/gbmx/?p=estadisticas< /p>
