I. Introduction
Modern society is digitalizing. The internet has transformed the way we receive information, conduct business and present ourselves. In this era of digitalization, more and more business models are based on the “new gold” that consists of user and process data [32] . The European Union (EU) uses the General Data Protection Regulation (GDPR) [45] to protect their citizens and to give businesses a regulatory framework on which they could construct their business models. Interestingly, if data is sufficiently anonymized then it can be used for any purpose, be collected without consent and be stored for an indefinite amount of time [37] .