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Multicultural consumers in the U.S., significant in both population and economic impact, have unique privacy concerns related to discrimination, language barriers, and awareness of rights. They are more susceptible to fraud and data breaches due to high technology and social media use. The article emphasizes the importance of robust data governance practices, including transparency in data collection, responsible data use, and educating consumers about their privacy rights in multiple languages.
From the perspective of cross-web clickstream data's importance, the article's focus on privacy and data governance is critical. However, cross-web clickstream data can offer deeper insights into the diverse behaviors and preferences of multicultural consumers. This type of data, when used ethically and responsibly, enables more effective and culturally sensitive marketing strategies, enhancing both consumer experience and business success.