If consumers could aggregate location-based or any data living in 100 places into one location, how would they manage it and would they give marketers access to it? The information creates a personal
diary. At the Search Insider Summit in Captiva, Fla., Craig Danuloff, founder and president at ClickEquations, told attendees that consumers more often provide explicit data to share their
whereabouts, enabling marketers to build a picture based on interest, intent, and specific location. Some have begun to share information on travel, dining and events they attend, but more opt-in to
share some health and financial data, too.
While the idea isn't new, I believe it will create a cottage industry based on consumers protecting and managing personal data. Given the
opportunity, take a look at the underbelly of the Web through privacy app dashboards provided by search engines such as Google, Microsoft and Yahoo. It actually illustrates the very definition of "the
Web."