The privacy challenge: balance privacy and personalization: is customer privacy a liability or opportunity? Organizations that succeed in pleasing customers know how to balance privacy and personalization. Two organizations offer guidelines to get on the right privacy track. (Practices: Security Advisor[TM]).

e-Business Advisor, October, 2001 by Cobb, Mike

For many businesses, the deciding factor between success and failure is how effectively they market. Consider the saying: "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." Despite advances in technology, this is still a truism with which a lot of companies agree. Any company that can halve its advertising budget without reducing its marketing effectiveness will see a boost in profitability.

Some businesses conclude that the most effective way to spend marketing dollars is to target them, on the people most likely to respond positively. Some might even argue that these days we do know where the wasted half of the advertising dollar is spent: on people who aren't interested to begin with. The challenge of how to find the...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.