Personal Information Protection Commission, Ministry of Science and ICT, and Related Ministries Announce First Results of Pilot Project on Pseudonymized Data Integration in the Private Sector
[Asia Economy Reporter Eunmo Koo] The Personal Information Protection Commission announced the fourth achievement of the pseudonymized information linkage pilot project, which was promoted in collaboration with the Ministry of Science and ICT on the 15th. This case was promoted to analyze consumption patterns by customer type by linking KT mobile communication user pseudonymized information and Lotte Members retail consumption pseudonymized information at the Korea Intelligent Information Society Agency (NIA), a specialized linkage institution.
The Personal Information Protection Commission has been promoting seven linkage pilot projects in five major fields jointly with related ministries since November last year to discover practical cases of pseudonymized information linkage, enhance public convenience, and revitalize the data economy. The linkage results have been announced sequentially since May.
This linkage result signifies the analysis of consumption behavior by customer type, which cannot be known by analyzing data held independently by one company, such as KT and Lotte Members. Looking specifically at the analysis results, households with children mainly purchased food according to household composition, while single-person households had a higher proportion of purchases in clothing, fashion accessories, home appliances, and digital devices. The Nowon-gu Lotte Mart branch had an overwhelmingly high visit rate (88%) from residents of Nowon-gu, with a high proportion of households with elementary, middle, and high school students, mainly purchasing food. In contrast, the Yongsan-gu Lotte Mart branch was mainly visited (47%) by residents of Yongsan-gu and Seodaemun-gu. Notably, the visit rate of single-person households was significantly high, and the purchase proportion of clothing, fashion accessories, and home appliances and digital devices was also high.
Furthermore, customers with the highest purchase amounts were in their 30s, with a high proportion of purchases in infant and children's clothing and toys. Among Lotte Mart customers residing in Seoul, the top 10% of customers by purchase amount had a high residence rate in Songpa-gu, mainly visiting the Songpa-gu branch, and were identified as customers aged 35 to 40 accompanied by infants, with many purchases of infant and children's clothing and toys.
Additionally, the purchase proportion for items of high individual interest was more than twice as high. As a result of linkage analysis between interest information estimated by KT and purchase records, customers interested in 'digital and home appliances' had a purchase proportion of digital home appliances more than twice that of general customers.
Park Sang-hee, Secretary General of the Personal Information Protection Commission, said, “Based on data generated in the daily lives of the public, this is the first case of announcing the results of pseudonymized information linkage between companies, which expands opportunities for companies to develop new products and services and allows the public to choose customized products and services responding to individual and regional characteristics.” He added, “We will continue to discover and introduce cases of pseudonymized information utilization and linkage to revitalize the data economy and strive to create an environment for the safe use of data.”
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