Since publication of the first Sears catalog in the late 19th century, marketers have used personal data to connect with customers and enhance communications. Much of the information collected and stored in those early days came from government records like census and homeowner data.
However, the eventual proliferation of computers and the internet led to much easier storage and access to even nonpublic consumer information like product preferences, payment methods, and even cross-brand purchase habits. Consumer data is plentiful and accessible, making marketers more responsible than ever for safeguarding the privacy of their customers.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access