Behavioral data tracking has greatly increased in the past few years. As per a report from Krux, the technology has seen a 400% increase since November 2010 with new firms entering the market with amazing regularity.

This technique allows advertisers to provide better targeted advertisements to visitors. This situation is win-win for both publishers and advertisers as publishers get to demand more money for the exposure and advertisers get to reach the right eyeballs. The future of this technology looks bright with social media giants like Facebook also utilizing users’ browsing history to target ads.

Data is mainly collected through users’ browser. This is generally known as cookie data. It may be collected by the website you are on and even third party advertisers that are linked with the website. The data collected gives deep information about a user including income, educational level, age, likes and dislikes and possible future plans. Information gathered is used to create user profiles and is often sent or sold to clients in real time.

Many activists are against websites having access to such information as it is considered an intrusion of one’s privacy by many. However, on their part, websites have a privacy policy and terms and services that visitors have to abide by. When Google updated its privacy policy and introduced such plans it received a backlash from every corner.

Many companies are willing to pay huge amount for such data because it has been proven to be reliable. As per a study by IDC, the industry has gone from 0 to 500 billion dollars in a short period of five years. Advertisers are no more interested in orthodox methods of advertising where the returns are not that high. They are looking for better options that they see in online marketing for which behavioral data collection is very important.

There is no doubt that this technology is here to stay and will only grow further in the next few years. However, the real question here is if users should be concerned about this change. Unfortunately, there can be no concrete answer to this question.

Many industries have been involved in behavioral data collection for a long time. However, the recent surge seen has given rise to new controversies. The best practice is to be aware of the kind of information or data that is being extracted out. Some websites even give users the choice to block collection of data if they are not comfortable with it.

Users can get such information simply by reading a website’s privacy policy that generally highlights the kind of data they extract and the purpose it is used for. Many experts also argue that it is nothing to be worried about because they do not always know ‘who you are’ and most targeting is done anonymously.

Since the technology is helping almost everyone involved, there is nothing to worry about until it starts causing serious damage.

There are various online tools available that help organizations and individuals collect behavioral data without really having to put in any effort. One of the most useful tools is analytical tools that give information about a user’s behavior in relation to a certain website.

There are many companies, such as Google, producing analytical tools. The main purpose of the analytical tool is the same; however, features and reliability may differ. Some of these tools are available for free while for some one has to subscribe in order to enjoy all the benefits.

The result is presented in different formats including percentages, graphs and numbers. By analyzing the result developed, people can draw a conclusion as to how a user looks at things so that strategies and planning can be done accordingly.

It is a customer driven market today. Companies wish to present things the way customers want them presented. However, in order to hit it right, they need to know what exactly the customers are interested in.

Take an example of an ecommerce website that offers several items on sale. How will it know what items customers are really interested in or from which area it receives maximum customers? Such information is very important for a company in order to grow its business.

It can use analytical tools. By using such tools it will be able to correctly gauge the behavior of those that visit its website. The company will get answers to several questions including:

-          How many people visit its website in a day?

-          Which item are they most interested in?

-          What types of products do people want and at what price?

-          How much time do they spend on the items?

Once the company has all such information it can easily revamp its page. Say it realizes that a huge percentage of its visitors are interested in buying ‘mugs’. In order to improve sales it can put more mugs on sale to give a boost to its revenue. In the same way, if it realizes that it receives maximum number of users from the New York area, it can change its policy to offer special discounts or services for customers in New York City.

Many companies are already using such tools. It is considered a best practice to use these tools. This may also be considered a part of risk management as this is an essential part of every business, especially if it revolves around the internet.

The results derived from such tools are also reliable because the users do not try to misrepresent information, which is a common problem in other techniques of behavioral data analysis. The fact that such information is updated regularly often with live (real-time) responses is an added advantage.

Advantages

Directness

The strongest point of this technique is the fact that it offers direct contact to the subject. The researcher does not have to rely on self-report, such as questioning people about their behavior in a particular situation.

The researcher is not only dependant on answers but gets the opportunity to observe the phenomenon and record behavior or results accordingly. This way the problems associated with self-report are completely eradicated.

For example: in a questionnaire a respondent may not always give accurate answers. It has been proven that many people tend to twist their answers going with what they seem more favorable and not their true opinions. This problem, known as social desirability set, is one of the biggest drawbacks of the questionnaire technique.

This problem is not there in personal observation because the researcher holds a lot of control. He or she can twist questions accordingly and gauge the respondent’s behavior. Such personal observations are of great help in achieving results.

Flexibility, Applicability and Diversity

This technique offers a lot of flexibility and is applicable in a vast range of contexts. It can be tightly structured or may be completely informal. The ease of flexibility allows better applicability as it may be applied in various fields and give correct results.

Control

The researcher is in great control and can handle the conversation if it flows elsewhere. Additionally, there is an additional benefit of clearing confusing in case there is ambiguity.

Complementary with Other Options

Many people believe that triangulation (using multiple techniques at once) gives better results. This becomes a big strength of personal observation because this technique goes in perfect sync with other techniques and gives near perfect results.

Disadvantages

As mentioned above, no technique is without any disadvantages. Like any other method this one also has some disadvantages that are highlighted below.

Time Consuming

One of the biggest disadvantages of this practice is the fact that this is very time consuming, especially in comparison to other methods such as questionnaires. This is one of the reasons why people find this technique impractical. This is not feasible for researchers with limited resources in hand.

Observer Bias

This technique suffers the risk of observer bias, which results in an unreliable outcome. This is a condition in which the observer records what he or she wishes to record instead of what actually happens.

Observer Effect

Another disadvantage is the observer effect, which though is named after the observer, has more to do with the subject. This is due to the fact that often people tend to behave differently in the presence of an observer than they would otherwise. This problem results in not so accurate answers.

To enjoy main benefits one should try to minimize the disadvantages by minimizing risk and controlling other factors.

Some of the most common techniques used in quantitative data collection are explained below in detail.

Interviews

Quantitative research is structured and clearly planned. There is a standard that has to be followed so that the results achieved can be easily generalized.

Interviews are among the most commonly used techniques in quantitative research. There are various types of interviews including:

-   Face to Face Meetings

In this type of interview the researcher is in direct contact with the subject. This allows the researcher to clearly communicate questions because he or she can gauge the subject’s expressions and use words carefully.

-  Online Interviews

Thanks to technology, it is now possible to conduct online interviews. Many researchers use applications like Skype for online interviews. Video chatting does not only allow both parties to ask questions and answer them, but they also are very much like face-to-face meetings because both the parties are visible to see each other, given that they have webcams.

-  Telephone Interviews

Telephone interviews are highly used due to their advantages. This method is of great use especially when time is of essence.

Questionnaires

The methods of preparing questionnaires have changed over the years. However, many new researchers and writers have criticized the use of this technique for several reasons.

Firstly, one has to be very careful in preparing questionnaires. They should be prepared in a way that the respondents are interested in answering truthfully. This is one of the reasons that questioners are kept anonymous.

The second big problem is setting up the questions. They are to be written in a way that every respondent gets the same meaning out of it. If there is any kind of ambiguity or uncertainty then the main purpose of the research is lost because different people will comprehend the question differently hence the results derived will not be bankable.

Paper Pencil Questionnaire

This is a general form of a questionnaire where the responds are provided with a form or questionnaire that they are required to fill with the use of a pen or a pencil. Many consider this technique an orthodox method now; however, it is still being heavily used in different sectors.

Web Based Questionnaires

This is a quickly growing methodology. It is being used in various industries for different purposes. It is considered an easy and time saving job to prepare questionnaires on a computer and make them available on the internet. This way a great number of people can take part in a research.

These are some of the most commonly used methods. The best practice is to choose one carefully keeping in mind your sample and requirements.

To help you in your quest, given below are a few advantages and disadvantages of some of the most commonly used data collection techniques.

Personal Observation

Advantages:

1.  Gives accurate results because the researcher has direct access to the subject, which allows the researcher to be in direct contact with the person.

2.  There are less chances of the subject lying because of the pressure of the researcher sitting right in front of him or her.

Disadvantages:

1.  This method is very time consuming as it requires the researcher to donate his or her time and be in attendance in person.

2.  The researcher is often biased and more interested in getting the answers he or she seeks instead of the answers that the subject wishes to give.

Questionnaires

Advantages:

-    This method is among the most widely used methods because it does not require heavy inputs. Questionnaires can be prepared and distributed to a large number of audiences in a short span of time.

-    Since the identities are generally kept secret or the questionnaires are anonymous, people feel confident in giving true answers without the fear of their information reaching unsafe hands.

Disadvantages:

-    There is a high risk of ambiguity as if the questions are not properly prepared then different people may perceive them differently and the answers gathered may not be of much value.

-    Quite often than not, people are not interested in answering questionnaires because they find them boring. This is one of the reasons that a great percentage of questionnaires are never filled and sent back.

Interviews

Advantages:

-    The biggest advantage of interviews is the fact that they can be conducted anytime, anywhere. There is great ease in this method as there are many options through which an interview may be conducted including in person, telephonic and online.

-   Due to technology, interviews are quite like face to face conversations now. By using video chatting methods, both the parties get to see each other.

Disadvantages:

-    One of the disadvantages of interviews is that people are often found to lie. They tend to give answers that they find socially acceptable and not what they actually believe in.

-    Interviews often put a lot of pressure on the interviewee as they feel like they are being studied due to which they may get nervous and give incorrect answers.

The right technique depends on several things including the size and nature of your sample and also the topic of your research. The best practice is to select a mixture of all the techniques so that results are reliable.

Performance management is applicable in every place where people interact with each other, such as schools or offices. It is basically an approach to improve people’s input so that the company can get more out of them. The main aim is to utilize every worker in the best possible way.

It is mainly done by motivating workers and reconciling organizational goals with their personal goals. Motivation is considered to be the best element in this regard.

In most offices, the Human Resource (HR) department looks after employees’ performance, which is monitored and reported to the higher authorities. A lot depends on an employees performance as decisions regarding appraisals, firing and promotion are mainly based on it. It is the company’s duty to keep an eye on every employee and plan correctly for them.

The best practice in measuring employee performance is a comparison between expected results and desired results. It is a complete cycle that starts from planning goals and objectives for an employee. It is important for a business to keep an employee in a position where he or she can perform at the best possible level. This is called ‘job matching process’, which is mainly based on an employee’s skills, education and interest.

The second step of the cycle is where a manager has to look after the performance and intervene to give output. This process mainly depends on the first one, as if there is no right reporting, the manager will not be able to give the right position.

For this process to be fruitful, the manager must have a strong understanding of the business and the employee’s capabilities. The manager must look at the situation from every angle and then make a judgment. It is important for managers to give feedback to the employee so that the employee knows what exactly the company expects from him or her.

This is when communication comes into play. If information is not communicated to the employee, then it is not his or her mistake. Every company should have a strong communication system so that information can run smoothly from one corner to another.

Lastly, it is time for “performance appraisal” which is the process of properly documenting an employee’s performance and feedback. At this stage, the manager must decide the worth of the employee. This depends on what and how much he or she is giving to the business. An appraisal is based on several things, including the company’s growth and individual’s growth.

Appraisals act as a motivating force as employees work hard to get them. An appraisal can be in any form. Normally, businesses choose to give an increment in salary. However, now new and better appraisal techniques are also utilized by businesses.

It is very important for every business to monitor its employees’ performance and take corrective measures if things are not working the way they should.

Ideally, performance monitoring includes the completion of goals set by an organization or business. These goals may involve the improvement or personnel performance by planning, coaching, reviewing and receiving feedbacks on a continual basis.

Reasons for Monitoring Organizational Performance

One of the basic reasons for monitoring an organization’s performance is that it enables the management to effectively help the company prosper. This includes the growth of its employees, managerial personnel, and the organization itself. Hence, performance monitoring is an essential tool dedicated to corporate success.

Monitoring organizational performance can also provide the much needed balance required between the autonomy and accountability of a company. This balance is shared by both the individual and the company.

Performance monitoring also acts like a bridge between the employer and the employee. That’s because frequent evaluations and meetings increase the level of personal interaction between these people and help them understand each other even better.

For example, if a person working within a company is not content with the old or difficult equipment that is being used, he or she can report it to the higher authorities. This will give the managerial personnel an idea about what needs to be done to increase productivity along with keeping the workers happy.

Organizational Tasks after Collecting Performance Reports

After receiving thorough reports from the employees and gathering the financial statements, an organization starts the reviewing process. This means that managerial personnel have to analyze all the data that’s been collected and sort out the issues. The process also involves an important task of decision-making.

These decisions will in turn determine the profits that a company can make by making changes.  The managerial personnel can also get an idea of how much the company is losing or gaining on a particular product. A product yielding more losses than gains is eventually scraped off from the manufacturing list.

A company running its business in accordance with best practices has to review the performance of its management to ensure that gains keep increasing with little or no losses. This will give the employees the opportunity to connect with their superiors and understand the company goals better than before.

When your employees are happy and working in good conditions, workplace efficiency is increased with decreased risks of losses. As the employee’s are content with the services that are provided to them, they will work even harder. A certain kind of appreciation is created within the employees and they try to boost the output of a company because that company is providing care to them.

On a basic level, women are generally in more need of care giving facilities than men. They have to take care of the children and do house chores along with cooking dinner and other things. Men also have to look after their household expenses and provide healthcare for family individuals who are disabled and unable to work for themselves.

Therefore, employers need to create a workplace environment that’s sounder and more productive, especially when it comes to best practices in privacy. Following are the duties of an employer regarding best practices in privacy:

Transparent Employment Decisions and Documentation

In order to avoid any unwanted misunderstandings, the employer must be able to explain the exact purpose behind employment. This should also include the documentation of employment papers along with all the relevant information.

Also, all records that contain information about performance, hiring, benefits pay, awards, and leaves should be secured at a safe place. As declared in the statute, this record keeping should last until the employment term or even further if required.

Quarterly Evaluation and Data Protection

An employer is required to conduct a quarterly evaluation of his employees. This will enable employers to get information of the workplace. For example, if employees are not happy with the services being carried out within the company, they can submit an anonymous application. This application would contain the nature of the problem without putting the employee at risk of being despised as a troublemaker.

If an employee is suffering from a particular condition that he or she isn’t that keen on showing, then the data should be protected. Data regarding healthcare facilities and financial stats should remain hidden from other employees who are not in question.

Application software should be introduced within the company to ensure that none of the relevant data is being exposed to anyone on the outside or other workers from within the organization.

Performance monitoring does not only guarantee a sound future for business but also motivates the personnel working in an organization. This technique also brings about a lot of changes within the organization.

By supervising conduct in a company or organization, it is likely to gain direct profits as sales are helped to grow with keeping a check on the quality and quantity of manufactured products. Monitoring the use of raw material and wastage recycling can save a lot of money on garbage disposal. This will also result in the betterment of the surrounding environment.

The workforce comes in direct contact with the owner or chief executive officer and follows his lead. This makes the workforce feel important as important decision making is done in their presence with inclusion of their suggestions from time to time.

Happy laborers are motivated to work with more preciseness and dedication leading to good quality production. A motivated workforce also tries its best to complete product orders in time and sometimes do overtime to ensure that their work is done.

Any goals set by the company are easily attained because of the knowledge obtained through monitoring. Through this process the company or organization knows exactly how much workforce, material or managerial supervision is needed to complete a particular task or targeted goal.

Supervising conduct also greatly influences organizational development. As perimeters for performance conduct and coaching are set. The need for appraisal is also kept at a glance as it involves the actual documentation of an individual’s performance and the feedback received by the monitoring authorities.

Public expenses are centered towards those products or service that the government provides for its citizens. These include education, healthcare, parks and other utilities.

Tracking public expenditure involves validating financial accounts. This is important in order to monitor qualitative research and utilization of funds. These include processes like interviews of people using public services. Asking questions about the users’ experiences and assessing the quality, cost and accessibility is a recommended best practice. Moreover, expenditure tracking must also be verified at sub-national levels. These apply at the local and district levels.

Sometimes, utilization of funds is trailed at the highest stratum of the government, through the various layers of financial beneficiaries. For example, one can begin from the State Treasury to final beneficiaries, and the final consumer of any public service. This requires best practices in coordination and resource allocation. This could extend from national level to grass-root levels.

Recently, the Public Expenditure Tracking Surveys (PETS) concept was adopted by the World Bank. This was aimed at engaging researchers at a national and grass-root level. For accuracy, both technical reviews and interviews were uses to trace fund flow from the source to the destination.

How to Implement Public Expenditure Tracking

1. Scope and Purpose: The purpose may be to identify the source of corruption, non-performance or inefficiency in the enterprise. This could be in a specific department, faculty or in any government service. Determining the scope and purpose of public expenditure tracking is important. That is because it affects the stages, people and resources involved in the whole process.

Depending on the scope of monitoring, the entire sector (like health for pregnant women) or geographic area (like a district) or a public service provider (like a hospital) can be targeted. Sector wide tracking of public expenses will require higher resources and expertise.

1. Partners and Stakeholders: There will be need to gather partners and stakeholders to pool funds. It will be important to identify credible and capable partners willing to derive assistance for best practices involves in tracking public expenses. Resources will be needed to target audiences; partners and stakeholders will help fund this.
2. Plan the Survey: After determining the scope of the project the next best practice will be to plan the stages according to the resources available.
3. Data Collection and Analysis: Data collected during the survey must be analyzed and evaluated. For best practices hiring expert or trained researchers is recommended. Assessing causes for dysfunctional practices or inefficiencies at every stage. Factors contributing to corruption must also be evaluated. This will require best practices like time management, budget control, human resource constraints, and administrative processes.

In order to satisfy social wants of the general public, the government must implement the best practice of monitoring public expenses.