Google/Walmart Tie-Up Leaves Data Use and Ownership Unanswered

Google and Walmart have announced a partnership where Google Home users can purchase Walmart’s products using voice ordering. As Recode points out, the intent of the partnership is to blunt Amazon’s initial foray into voice-based ordering. Coming at this from the data and analytics perspective, my first question is what happens to the customer data from, potentially, millions of orders?

Google’s partnership position is clearly more advantageous than Walmart’s. For Google, the data from voice-based ordering is likely to be combined with the existing customer profile it already has and will feed its advertising efforts. Obviously Walmart also gets the order data, but who else? Can Google resell that data to other parties? These details weren’t included in the partnership announcement, but Google’s terms and conditions make it clear that they can use data however it sees fit.

As partnerships between consumer-centric companies proliferate, the questions about who owns customer data and how it is used must become prominent questions for both the companies involved and the impacted consumers. After all, consumers provide the data that drives revenues for companies like Google.