Forbes reports on a survey showing “40 percent of companies use customer information collected online for targeting purposes and 88.5 percent of chief marketing officers (CMOs) expect this practice to increase over time.” Another report suggests data hoarding can be a drag on business, presenting dangers including potential legal issues surrounding the requirements to protect the data a company possesses. The CMO study indicates marketers “have very low levels of concern about how the use of online customer data infringes upon privacy.” Considering this in the context of a Pew survey where 86 percent of respondents indicated taking “steps to remove or mask their digital footprints,” the report suggests companies should compete on privacy.
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