Rattled by Cambridge Analytica , eyes are now on information collected through government’s biggest official digital platform , which has recently decided to scale up both the quality and quantity of its au
MyGov has written to ministries seeking data of beneficiaries from flagship schemes to formulate a focused narrative. (Representative Image)
MyGov has written to seeking of beneficiaries from flagship schemes to formulate a focused narrative. (Representative Image)

dience reach.

In this context, MyGov has written to ministries seeking data of beneficiaries from flagship schemes to formulate a focused narrative.

Labelled as MyGov 2.0, the project is a refurbished hi-tech attempt to “engage with” 50 crore Indians after the first phase of reach out to 53 lakh registered users.

In February-end, MyGov shot off letters to ministries asking them to share data. The letter, reviewed by ET, says, “Discuss with the data officers in your ministry, and inform us the data, which the ministry has that can be shared with us.”

A presentation on how to scale up this effort was also circulated by MyGov.

The presentation, accessed by ET, states: “MyGov 2.0 will now focus on Enhanced ‘Personalised’ Engagement, both Offline and Online” and more personal communication framed from “behaviour driven personas”.

Speaking to ET, MyGov CEO Arvind Gupta, however, assured that they were following best practices on data protection and privacy.
After Cambridge Analytica controversy, MyGov seeks data from ministries for key schemes
He said the data available to My-Gov team is at a “meta data level”, and “not personally identified data” How does the scaled up version of MyGov work? A user registers with a mobile number and an email. This goes into the database.

When the user engages in surveys, contests or provides comments on a topic, the portal gathers information from age group to interest areas. This is analysed to create information-appropriate profiles so as to push across match government communication with right target group.

“We have now 54 lakh users who are putting their comments and opinions on MyGov. We at MyGov are ensuring that they are not bombarded with unnecessary information and get communication from government which is relevant to them. We are protecting the consumer, our registered My-Gov user.They are engaging with us willingly by participating in contests, discussions, polls, quizzes, etc,” said Gupta.

Through repeated engagement, MyGov has identified subject experts from among the users and engages with them every Friday at “internal roundtables”. Gupta said, “Better engagement using global best practices has resulted in the increase of registered users by 2 over lakh in last 3-4 weeks.

Even our emailers are being read 50% more.” Like Namo App of BJP or INC app of Congress, MyGov has a privacy policy which specifies how it would use the personal data the user provides.

MyGov privacy policy says, “This website does not automatically capture any specific personal information from you (like name, phone number or e-mail address), that allows us to identify you individually. If you choose to provide us with your personal information, like names or addresses, when you visit our website, we use it only to fulfill your request for information. To participate and engage with government through MyGov requires your registration. Information so collected is used to facilitate interaction.”

Gupta said, “the policy is self explanatory for your queries.



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