Digital Footprint Analysis of an Organization: Marks & Spencer

This report provides a comprehensive analysis of the digital footprint of Marks and Spencer, a multinational retail store. It begins with an introduction to the concept of digital footprints, distinguishing between active and passive footprints, and explaining their significance for businesses like M&S. The r...Read More

DIGITAL FOOTPRINT
ANALYSIS OF AN
ORGANISATION

Abstract
The present report is based on digital footprint concept. The chosen company in report is Marks
and Spencer and shows its DF adopted for better functioning. The report has also given
emphasis on bad digital footprint and its impact on organizational practices.

TABLE OF CONTENTS
Concept of digital foot print.......................................................................................................4
Bad digital footprint..................................................................................................................4
Assessing digital footprint reasons that can be dangerous for an organization........................6
Practices for building good digital foot print and removing bad DF...........................................7
Critically analyze of digital footprints........................................................................................8
RECOMMENDATION..................................................................................................................9
CONCLUSION............................................................................................................................. 9

INTRODUCTION
Digital footprints is the traceable activities which involved digital activity, contribution, action and
communication of the business through internet or digital deceives. Marks and Spencer is the
multinational retails store which is dealing fashionable products, retail store item, and home
decor products and founded by 1884. They are majorly working through online on their fashion
segment where online stores are created by company through website and Mobile applications.
This report will find the different sources of digital footprints, approaches and how this can be
dangerous for individual and company. Further, process to build a good digital footprints and
critically analysed the digital footprints of Marks and Spencer.
MAIN BODY
Concept of digital foot print
It refers to data regarding an individual’s activities on internet. In addition to this, this is
widely utilized by organization and official authorities for tracking ethical and unethical business
practices (Digital footprint, 2021). There are two types of Digital Footprints (DF) active and
passive. An active footprint is created when user has idea about this and he is filling information
through usage of social websites, etc. Passive DF is formulated when information is collected
without being in knowledge of user (Arya, Sethi and Paul, 2019). While using any website
prospect gets an notification for accepting cookies it is indication of gathering activity exerted by
user on that specified platform. This is crucially utilized by Marks and Spencer for making
marketing strategies, innovation of new products & services, insight into feedback regarding
consumed items, etc. In general term there is various other purposes for which firm & local
authorities makes an use of digital footprints.
Bad digital footprint
Personal, political, social, and legal information can be collected by using cookies. Bad
digital footprint is something that an individual or firm does not want any other person to see. It
may comprise image, content, video, text, etc. There are various activities M&S conducts on
internet for having smooth functioning of operational activities. Numerous tools, platforms and
strategies are taken into consideration for making working process digitalized. Employees are
involved in each operational activity so trusting them for sharing confidential information
becomes essential for business. Internal procedures are considered to be very important for
having good image in market. The creditworthiness, reputation and perceptions regarding
products are partially based on information available related to management policies, etc.
securing all data is crucial in competitive environment (Wook, and et.al., 2019). Marks and
Spencer has developed effective digital marketing approach for attracting customers on online
platforms. Clients fills basic personal information for logging into website and having access to
offered products and services.
Credit card, GPS system, social media, advertisers and other official government bodies
can get access to the data inputted by and users for fulfilling particular purpose. There are
several cons of sharing such data on an online platform. It can result into misuse of confidential
activity for generating revenue by third party. Threat from an unethical sites and company for
subscribing into particular commercial actions. Lending parties can use purchase data to
enhance interest rates for their personal benefits. Internet has vast nature which enables every
person to get internationally connected by using specific social media platform. For example-
Outside agencies can access and use cookies for having illegal practice such as drugs dealing
through dark web for exchanging image, videos, other codes, etc.

There are various websites whose access can provide unnecessary information to
person which may leads to adoption of unethical actions. Internet comprises photos of drugs,
smugglings, etc. posted by an irrational entity (Buchanan and et.al., 2018). The biggest
drawback of digital footprints is that occurred information is permanently available as it cannot
be deleted. This results in stressing and harming mental health of person. Threats from such
parties can provide dangerous outcomes (Leaving Digital footprint, 2021). Many websites are
visited in ad day when a person is using internet which has some terms and conditions in turn
legal right for occurring data is provided to that site. There are various patterns can be used by
an organization to know exact impact of bad digital practices which can lead to influence both
organizational profitability and sustainability. For instance- A user can determine that particular
DF is bad or good by assessing way of questions for collecting personal data. The deepest
questions would be largely the chances are that unethical or in appropriate practice is
conducted for misuse. In addition to this, your personal photo can be unethical used for making
bad reputation in organization which may result in insecurity job.
In case of hiring linked profile & social media activities are viewed by an employer for
knowing basic background so that it can be identified that candidate can feet in company’s
working environment and aid to achieve business objectives. Wrong impression,
untrustworthiness, poor social image, negative influence are some the impact of bad digital
footprint. Moreover, evaluating technological awareness for removing unrequited information in
order to have sustain better life in both personal and professional manner. In recent time
drunken photos, silly comments or other aspect hugely impact people’s decision making criteria
and mental state. Negative foot print can easily be identified by making differentiation between
ethical & inappropriate activities. The feeling of uncomfortable regarding showcase of
confidential data can also provide assistance in evaluating sense of bad DF. All this is termed
as harassing, viruses, hacking, thievery, spam, illegal and cyber bullying.
Assessing digital footprint reasons that can be dangerous for an organization
From the perspective of a firm it can be analyzed that there are several consequences
which are faced by company. One of the most challenging factors that influence an organization
success and negatively impact its operational activities. Marks and Spencer as being large
multinational organization has huge market for trading. It has digital presence which allows
customers to access the latest collection offered by company at different prices. In current
competitive environment it has become important for firm to derive insights data regarding
buyers taste & preferences. This in turn aid firm to makes effective business policies which can
motivate employees to act in order to attract customers’ attentions.
For large companies managing and monitoring footprint becomes complex. Gathering all
data and connecting it to current business approach for knowing market trends requires huge
resources and efforts. Cyber security is crucial factor of today’s digitalized world as sharing
information has enabled easy but storing and ensuring safeguard is tough (Cooke, 2020).
Furthermore, M& S collects customers’ data through logging activity for knowing demographical
factors so that retargeting, SEO, display, direct mailing can be exerted. For instance- Facebook
is widely used platform by all age group which ask for some basic details for having presence
on platform. From research and evaluation it has been identified that data stored by company is
not encrypted and secured which has created bad reputation of company among users. The
result obtained through this is clients shifted from Facebook to Instagram and other platform for
enjoying same type of service.
It is considered to be dangerous as mismanagement can affect company to be indulged
into inappropriate business practices. Legal actions are imposed by customers for showcasing
insignificant sign which influences customers’ way of living. Clients that feel threaten from

companies may file case against firm that lead to spoil reputation which highly affects its
capacity of holding market share and targeted segments. For example- Myntra as being
commercial platform for selling various types of clothes & other items for all men, women, kids
had to changed its logo due to allegation of harming women feelings. This can be considered as
good example of negative DF audience has been convinced by showing inappropriate pictures
of company’s logo.
Practices for building good digital foot print and removing bad DF
To build a good digital footprint or erase bad footprints are done through various ways that help
companies to maintain the digital footprint and gain advantages from same. For building good
digital footprints are:
 Setting privacy setting: setting up privacy setting of account can make good digital
footprint for Marks and Spencers. Knowing about what should be for public and what
should be for private once. While posting on website or accounts privacy setting should
be suited according to needs (Guinchard, 2021). This will avoid any bucks and flaws in
company's website.
 Consider company future: The consumers will search about company before any
purchase is made with company. Any information that contribute towards any negative
digital footprint such as irrelevant content that hurts someone feelings through publishing
resist or sexist content can directly impact on company goodwill and market growth.
 Positive posting: Depending on platforms, photos, videos or mix of both can be used to
by company to promote goods on online platforms which help company to increase the
customer towards company. This can increase the digital footprint in online market and
can gain high volume of leads in market (Hicks and et.al., 2020).
Erasing bad footprints can be done through:
 Delete the fake account or po hots that affect any person feeling or community that can
affect company brand name in market.
 Removing company data from data collection site by chaging privacy settings and
blocking those sites which can gather company's data.
 Avoid posting personal information and only posting company information which help to
get the customers towards company.
 Unsubscribing the old email accounts which are sending mails with very frequently and
are irrelevant to company (Kapustina, 2021).
 This can also affect company data as some of the links are fake and can attack on
company information and collect all data through links by providing virus to computers.
 Checking privacy setting of company which help to protect from unauthorized sources
and secure data from data breach.
 Company should think before posting on company official website or social platforms
which can affect company.
Critically analyze of digital footprints
Digital footprints are the trails of data you create or leave on online platforms with or
without knowledge. There are two type of digital footprints ie. Active or passive. Active shows
the user leave the information purposely on the company website whereas passive footprints
are trace of data left online without any knowledge of user. There are some advantage of digital
footprints for Marks and Spencers are fraudulent activities are track down by company if
occurred in company which help company to get knowledge of any unauthorized activities are
made by employee or outsiders. Digital footprints can help to recommand customers according
to their preferences of choice that is searched by them. Personalization is also another major
advantage that customers and company can get by changing privacy setting according to their
need and suitability (Tellechea-Luzardo and et.al., 2020). Digital footprint data of information
can be restored by company easily without and store safely by using various software and

clouds. It also helps company to know about the target customer for company which can be
converts from leads into sales.
While, there are some disadvantage of digital footprints for company also which are
potentially leads to identify the data theft of company from outsider which may be terrorist group
that are gathering information. The online information of company cannot be deleted
permanently due to the storage and recovery of data can be done by some unauthorized group
easily which is main drawback of company. Marks and Spencers may also loose privacy
sometimes due to the nature of information and wrong digital footprints are occurred on internet
that leads to damage goodwill and brand image. There are also unwanted solicitation of
company by other sources which are unwanted to company and can affect the stored data of
company. Additionally, personal data are sell by employees to earn high to competitor or
unauthorized source which affect the company working and operation. Sometimes confidential
files and information are also done through interruption by group of attackers.
However, these are some advantage s and disadvantage of company which help
company to sometimes to increase the sales but also affect the confidentiality of company.
RECOMMENDATION
 Updating the company website with time to time by maintaining it and securing from
unauthorized sources to enter into website domain and protecting through various
security software of information that help maintain the information and data collected.
 Limited access to information or stored data that will assist company to protect personal
and Customer data from others.
 Implement an inbound marketing strategy which help customers to known about the
companies activities through blogs and articles. These help company to gain the trust of
customers toward company and increase the online platform engagement through social
media.
 Publishing the safety and security protocol that are maintained by company in order to
gain trust from government that company is following rules and regulation regarding
customers information and data storage.
CONCLUSION
From the above report it can be concluded that DF is technique to collect personal
information by active and passive methods. The report has given emphasis on impact of bad
digital footprint and ways to determine unethical practices. It includes cyber bullying, thievery,
spam, hacking, etc. In addition to this, case study has shown reasons regarding DF can be
dangerous in context of organization. Current report has represented that Marks and Spencer
being large organization requires proper management of obtained data for avoiding illegal
obligations which can lead to smooth functioning. Present report has given practice for building
good DF that involves setting privacy, positive posting, etc. Furthermore, current case study has
given focus on analyzing digital footprint of M&S.
REFERENCES

Books and Journals
Arya, V., Sethi, D. and Paul, J., 2019. Does digital footprint act as a digital asset?–Enhancing
brand experience through remarketing. International Journal of
Information Management. 49. pp.142-156.
Buchanan, R and et.al., 2018. Expert insights into education for positive digital footprint
development. Scan: The Journal for Educators. 37. pp.49-64.
Cooke, N., 2020. The Good, the Bad, and the Ugly of Digital Legacies. Library Technology
Reports. 56(5). pp.12-16
Guinchard, A., 2021. Our digital footprint under Covid-19: should we fear the UK digital contact
tracing app?. International Review of Law, Computers & Technology, 35(1), pp.84-97.
Hicks, B., Culley, S., Gopsill, J. and Snider, C., 2020. Managing complex engineering projects:
What can we learn from the evolving digital footprint?. International Journal of
Information Management, 51, p.102016.
Kapustina, L.V., 2021. Digital footprint analysis to develop a personal digital competency-based
profile. In Current Achievements, Challenges and Digital Chances of Knowledge Based
Economy (pp. 591-596). Springer, Cham.
Tellechea-Luzardo, J., and et.al., 2020. Linking engineered cells to their digital twins: A version
control system for strain engineering. ACS synthetic biology, 9(3), pp.536-545.
Wook, T. S. M. T. and et.al., 2019. Awareness of Digital Footprint Management in the New
Media Amongst Youth. Jurnal Komunikasi: Malaysian Journal of
Communication. 35(3).
Online
Digital footprint. 2021. [Online] available through: <
https://techterms.com/definition/digital_footprint>
Leaving Digital footprint. 2021. [Online] available through: <
https://www.digitalcitizenship.nsw.edu.au/articles/leaving-a-digital-
footprint>