What is sensitive personal data?

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In the LGPD and in discussions about privacy, new categories of data have emerged. One of them is sensitive data: these are those that can be used for some kind of discrimination or direct harm to the person based on judgments from a moral perspective.

Examples include data on political orientation, sexual life and health, biometrics, religious orientation and others . This is private data and therefore even more specific.

This is information that requires greater secrecy and even stricter care on the part of those who process it, according to the GDPR, as we will see in the last topic of this article.

What is anonymous data?
Anonymous data is personal data that has undergone an anonymization process. That is, it is processed in such a way as to lose a direct connection with a specific individual. In this sense, data that has no specific impact on a particular human being is used.

We easily understand how anonymization can represent both the possibility of exploring data without having to deal with GDPR legislation and the impossibility of managing data for the specified purpose. After all, data is organized in general versions, with features to prevent direct access, which can lead to the loss of the value of the information for use.

For example, for Marketing, anonymous data can help when needed to assess customer profile information or understand general market trends. In the definition of Buyer Persona in Digital Marketing, for example, it is possible to conduct a general survey on customer preferences, pains and habits anonymously, in order to arrive at a specific and semi-fictional profile of the ideal customer .

In this case, it is not important to know who ukraine phone number list the customers who responded are, but what they actually said in order to establish the characteristics that will support the actions and campaigns. It is therefore easier to adapt to the GDPR, since this data does not generate as much impact for the owners.

However, when it comes to looking for leads for a subsequent conversation leading to a purchase , they are not useful. In this scenario, having personal data and direct access is essential.

One of the characteristics of anonymous data is, precisely, the ability to prevent it from being reverted to personal data after a transformation process. In other words, data that cannot be re-identified.

Anonymous data is therefore different from pseudonymous data. Data pseudonymisation involves making data anonymous but with the possibility that it can be made personal again at a later time.

Now, let's look at some data anonymization methods to better understand how this type of information works.