While various companies are getting ever more intrusive about the data they're collecting on you, they seem to forget that the whole point of collecting this data is to be able to do something with it. However, many companies don't do much at all, and much of the data they collect is wrong or useless - so-called dirty data. Some of this is because they're collecting different data in different systems, and other times it's because of human error. I'd add one more reason: people are sick of giving up their information for nothing in return. It's been shown that people don't mind giving up a little info if they get something back for it, but if all they're getting back is spam - then that's of no value to them whatsoever. It's as if these marketers have had it drilled into their heads that they need more data for marketing purposes, but forgot to go to class the second day to figure out what you do with that data to make customers' lives better, not worse. Until they figure that out, the quality of the data isn't going to get much better.
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