Executive Briefings

Usefulness of That Retail Customer Information You've Collected Is Imperiled

You know all that CRM data you've been so lovingly collecting from loyalty programs, special offers, POS systems and any other way you could find to gather shopper information? It's about to be put at risk by a data broker - and not in the way you expected.

Acxiom, one of the world's biggest data brokers, is opening a portal this week that will let consumers see much of the information that Acxiom has about them and where (in general terms) it came from, as well as the ability to correct it. The portal will also let consumers opt out of having the information used in the future.

Acxiom is doing this to get out in front of federal regulation. The example it sets may well end up as the model that the Federal Trade Commission uses for all non-credit marketing data.

Data that's accessible to consumers will include education level, marital status, number of children, home ownership status, property size, mortgage amount, vehicle make, model and year, investment information, recent consumer purchase categories, and special interests of members of the household.

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Keywords: retail supply chain, customer relations, customer information, POS data, retail customer privacy, government privacy regulations, value chain IT, supply chain management, supply chain management IT

Acxiom, one of the world's biggest data brokers, is opening a portal this week that will let consumers see much of the information that Acxiom has about them and where (in general terms) it came from, as well as the ability to correct it. The portal will also let consumers opt out of having the information used in the future.

Acxiom is doing this to get out in front of federal regulation. The example it sets may well end up as the model that the Federal Trade Commission uses for all non-credit marketing data.

Data that's accessible to consumers will include education level, marital status, number of children, home ownership status, property size, mortgage amount, vehicle make, model and year, investment information, recent consumer purchase categories, and special interests of members of the household.

Read Full Article


Keywords: retail supply chain, customer relations, customer information, POS data, retail customer privacy, government privacy regulations, value chain IT, supply chain management, supply chain management IT