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The Importance Of Buying Personal And Consumer Data

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the information collected can/will be sold to other companies as long as the information applies to that particular marketing and business area. These organizations are looking to use the consumer by giving a more effective marketing understanding to them. Businesses that look to buy personal or customer data do not look at the true identity of the person but instead they observe their online history in order to create a more precise individual marketing description. This also allows businesses to study personal data of shoppers without being able to divulge the true identity of the person thus trying to protect their privacy. The data-gathering schemes of companies are markedly different but they all use these simple interfaces that…show more content…
Companies have started the trend of collecting such personal information from people as they innocently browse the internet in order to be able to advertise directly to the individual with customized products and services. Regrettably, for consumers, the notion of adopting unethical behaviors when extracting such information from their customers has become the norm. “Companies continually troll for, and exploit, personally identifiable and non-personally identifiable information on the Internet” (Saarigarvi, Karjalutoto, & Kuusela, 2013, p. 56). The internet started as a place where one could go discover and interact without any invasion. Not only is the public losing their discretion from these type businesses, but also they are putting themselves at risk of their personal information being abused. The more websites a person gives their personal information to, the more likely that person will become a victim to possible data breach as well. In 2012, 267 million accounts were unprotected because of an online data breaches (Deighton & Quelch, 2009, p. 7). These data type breaches uncovered an individual’s personal information and that information which can unfortunately, be used to commit many dissimilar types of fraud. The public has become progressively concerned with businesses that run for profit and who are being allowed to collect and sell their
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