All your favourite apps work the way they do because they rely heavily on personalisation. Algorithms devour the data that users provide and leverage the behavioural patterns of users to offer ‘5-star’ experience. There is nothing with the internet knowing your favourite movie, but how willing are you to give up details of your most visited place? Ride-hailing services use location data which in turn can reveal personal habits and preferences. Riders might not be keen to share the exact location of their origin and/or destination.

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https://analyticsindiamag.com/cab-ride-uber-ola-services-trip-data-privacy/

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