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For Customer Insights Professionals

Personal Identity And Data Management

November 13, 2014

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Why Read This Report

Consumers are leaving a growing digital footprint across channels and media, and they are mindful of the fact that marketers use this data for financial gain. Combined with growing concerns about data security and privacy, this 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 and data management (PIDM). In this report, we outline what we expect PIDM will look like, and we provide customer insights (CI) professionals with the insight to prepare for this impending change. This is an update to the September 30, 2011, "Personal Identity Management" report with new examples and data.

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Table of Contents

  • Marketers' Access To Consumer Data Is Changing
  • PIDM Puts Consumers In Control Of Their Data
  • If You Want Access To Consumer Data, You'll Need To Play By New Rules

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

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