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Consumers Devalue Databases With False Information

Privacy concerns and unwanted marketing are the top reasons for consumers giving false information online and with only a small percentage of incorrect responses disproportionately devaluing databases, brands need to up the ante in explaining the benefits of giving accurate data. People are deliberately giving brands false data about themselves to protect their privacy, and are ignoring brands’ efforts to empower them to take control of their data, according to a study of more than 2,400 UK consumers by research company Verve.

Read the whole story at Marketing Week »

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