Share more, not less, with the overlords of the internet

Anindya Ghose
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Mobile is a powerful tool that most other forms of marketing and advertising, from direct TV to print, display and even search engines, can't really come close to matching.
By Anindya Ghose
Not surprisingly, many consumers are extremely uneasy about how data firms are handling their personal data. A recent study reveals that more than 60 percent of U.S. consumers were more concerned about their data privacy in 2014 than the year before. The average level of consumer trust with respect to businesses' data privacy policies is low, often driven by a lack of transparency about how firms actually intend to use their data.

A survey of 900 people in five countries — the United States, UK, Germany, China and India — showed that only 25 percent of people knew they were sharing their location data and only 14 percent of people knew they were sharing their web-browsing data. The conventional wisdom is that firms have a lot of data about us and that they are often out to exploit consumers by making us buy more goods or by sharing our data with other firms.

Or perhaps to be less dramatic, firms are not as circumspect as they need to be when it comes to handling our data. Consequently, these "firms" do not pay much adequate attention to how often they ought to communicate with us. Hence, we get inundated with ads and offers.

Read the full article as published in CNBC

Anindya Ghose is a Professor of Information, Operations and Management Sciences, Professor of Marketing, NEC Faculty Fellow, Stern Faculty Scholar and Director of the Masters of Science in Business Analytics.