Admittedly, most companies are not out to cross the line on what information about a consumer could be shared in a way that violates hard-earned trust and destroys a relationship they work so hard to establish. However, as online and offline data capture and analysis boundaries are tested and expanded, there will be more and more attention given to this emerging area. Data-driven agencies and marketers must be vigilant about how they intend to use identifiable consumer data to ensure that their customers have a clear understanding about and confidence in how this information gets used.
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