Privacy Matters: Co-op Databases and Consumer Privacy

I suspect that one of the things marketers struggle with is explaining cooperative databases to a confused and often untrusting public.

Clear-cut Benefits

The benefits of co-ops are obvious: They’re a great source of new and profitable consumer audiences, and can help ensure the accuracy of consumer data, since the input from many sources tends to build consistency. They offer new businesses the benefit of the selling experience of those already established in the marketplace.