Big Data for marketing: Respect consumer privacy or get burned
Many companies are pursuing Big Data with the ultimate aim of better understanding and selling to their customers. After all, it is well-understood at this point that even basic personalization, like using customers' individual names, can substantially increase open and response rates for physical and digital mail. And Big Data promises a far greater degree of personalization and targeting. But collecting that data can be like handling a live wire: You can wind up having a real bad day if you don't treat it with respect.