The Internet, Web personalization and sophisticated databases will drive marketing efforts in the 21st century. But if direct marketers and database administrators don’t pay strict attention to Web privacy, they will be in store for a large consumer backlash and even more government oversight, Direct Marketing Association chief executive officer H. Robert Wientzen told attendees July 30 during his opening remarks at the National Center for Database Marketing Summer 2001 Conference in Chicago. "The data pipes will expand and the database will be at the heart of 21st century marketing," Wientzen says. "But there are still serious policy questions regarding privacy. I urge you don’t just be careful in your security efforts – be exemplary."

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