October 2014
Beginner to intermediate
288 pages
6h 54m
English
Although marketing is rapidly evolving into a field where decisions are ultimately driven by the data, not all organizations go about acquiring consumer data the same way. Rather, there are fundamental differences among the approaches organizations use to collect the raw material that will eventually be refined into insights. These differences reflect not only the method by which data are collected, but also are inextricably linked to the transparency of data use.
Broadly speaking, the examples of organizations collecting consumer data that we’ve discussed thus far fall into two general camps. First, there are examples of organizations that explicitly compensate consumers for the data ...