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Study Examines Marketing and Privacy

BEHAVIORAL TARGETING

November 14, 2012

The Edelman Privacy Risk Index, produced with The Ponemon Institute, has found that 60 percent of 6,400 marketing executives from 20 countries believe “their companies don't consider privacy a priority, and more than half don't believe that a data breach would adversely affect their corporate reputations,” Direct Marketing News reports. Edelman found, however, that “eight in 10 consumers would leave banking institutions that accessed their personal information without permission,” the report states. Larry Ponemon, CIPP/US, suggests that while most direct marketers do respect privacy, marketers should identify their customers who are most concerned about privacy “and make it very easy for them to opt in or out of communications.”
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