Data warehouse apps raise privacy issues.(Catalina Marketing Corp)(Company Business and Marketing)(Column)

Enterprise Systems Journal, March, 1999 by King, Elliot

Catalina Marketing Corp, St Petersburg, FL, is a leader in providing information based on analysis of customer and purchasing information, especially to supermarket chains. Typically, supermarkets use such information to offer discounts to shoppers based on the shoppers' purchasing patterns. Catalina uses a $3-million data warehouse to build customers' buying profiles. Some people are concerned about privacy and object to such uses of information about individuals. Catalina Marketing knows it has a potential public relations problem and has initiated a public relations campaign concerning the privacy issue.

The first time I got a call from my credit card company's consumer fraud division, I got very agitated. I checked my wallet to make sure I hadn't lost my credit card...

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.