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Acxiom Inc.: Consumer Privacy Challenges in E-Business. Chapter 9 Case 5. Privacy Problem in E-Business. Companies are increasingly capturing information that they use to help target sales.

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Acxiom Inc.: Consumer Privacy Challenges in E-Business

Chapter 9

Case 5


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Privacy Problem in E-Business

  • Companies are increasingly capturing information that they use to help target sales.

  • Consumers want the convenience of secure e-commerce without having their identifies stolen, being spammed, or having the aggregators of personal data knowing - and profiting from - every detail of their lives.


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Acxiom’s Largest Data Buyers

  • Telemarketers.

  • Retailers.

  • E-commerce companies.

  • Direct market marketers.


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Arguments of Data Privacy

  • Companies argue that increased privacy demands are placing undue burdens on their businesses.

  • Consumer rights groups and some business advocates argue that companies must find a more privacy-friendly position to their practice of data collection.


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Common Ground

  • Through the use of innovative new tracking and encryption technologies, companies could offer consumers the protection they want without subtracting from their sales numbers.

  • Companies could collect the same data, but not share it with others without first seeking permission, or assuring customers that sites that track web movements are held accountable for their practices.


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