For Customer Insights Professionals

Personal Identity Management

Preparing For A World Of Consumer-Managed Data

    Why Read This Report

    Consumers are leaving an exponentially growing digital footprint across channels and media, and they are awakening to the fact that marketers use this data for financial gain. This, combined with growing concerns about data security, means that individuals increasingly want to know when data about them is being collected, what is being stored and by whom, and how that data is being used. As a result, a nascent industry is forming, with the promise of giving consumers control over their own data. We call this phenomenon personal identity management (PIDM). In this report, we outline what we expect PIDM will look like, and we provide Consumer Intelligence (CI) professionals with the insight to prepare for this impending change.
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    TABLE OF CONTENTS

    • Marketers' Access To Consumer Data Is About To Change
    • Personal Identity Management Puts Consumers In Control Of Their Data
    • Marketers Who Want Access To Consumer Data Will Need To Play By New Rules
    • WHAT IT MEANS

      Whoever Controls The Data Controls The Marketing Relationship
    • Supplemental Material
    • Related Research Documents