The Good, the Bad, and the Ugly in Using Customer Data for Marketing

08/12/14 at 7:48am

There are good things about collecting customer data – catering to consumer preferences, ensuring relevant communications, anticipating needs in convenient ways. There are challenging things about collecting customer data – privacy concerns, data usage restrictions, maintenance and security demands. And then, of course, there are the ugly things that make consumers completely shut down or distrust customer data collection – security breaches, undisclosed monitoring, unexpected data uses, undesired outreach from third parties, etc. 

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