Data is the digital residue of behavior. It is the contrails of customer intent -- a thin, wispy proxy for the rich bandwidth of the real world. It does have a purpose, but it should be just one tool in a marketer’s toolbox. Unfortunately, we tend to use it as a Swiss army knife, thinking it’s the only tool we need. The problem is that data is seductive. It’s pliable and reliable, luring us into manipulation because it’s so easy to do. It can be twisted and molded with algorithms and spreadsheets. But it’s also sterile. There is a reason people don’t fit nicely into spreadsheets. There are simply not enough dimensions and nuances to accommodate real human behavior. Data is great for answering the questions "what," "who," "when" and "where." But they are all glimpses of what has happened. Stopping here is like navigating through the rear-view mirror. Click Read More below for additional information.
Consumers are willing to share information with brands they trust despite continuing doubts about online privacy, according to a study by FigLeaf. But there are limits, depending on such factors as gender and age.
Of the consumers polled, 68% do not believe that online privacy is possible. In addition, 52% are skeptical about commitments made by firms such as Facebook and Google to add stronger protections.
Twenty-eight percent of women and 29% of men think they know every company and website that is holding data on them.
However, 48% of women are reluctant to share their location data or have it tracked, versus 37% of men. In addition, 68% of women are likely to share less online due to privacy worries, compared to 54% of males.
more at source: https://www.mediapost.com/publications/article/341201/consumers-will-share-data-despite-privacy-fears-s.html