In a feature for Adweek, Katy Bachman writes, “Privacy hawks have come up with a new boogeyman called consumer scores, putting marketers once again on the defense in the debate over Big Data and privacy.” Bachman examines the recent report by the World Privacy Forum, highlighting marketers’ reactions. “Marketers counter that the term ‘consumer score’ itself is misleading because it doesn't accurately describe how data is being used in marketing,” she writes. The Direct Marketing Association’s Rachel Thomas explains, “It doesn't make any sense to call predictive analytics a 'score,' … In marketing, the interests of consumers are constantly changing, so there's no such thing as a static score.” Editor's note: Pam Dixon of the World Privacy Forum wrote about this issue recently for Privacy Perspectives.
Full Story