To wit, the Internet should be easy and free while it is private and secure. For e-commerce, tools such as frequency cap IDs and high revenue dollar CPMs are at stake. It s worth mentioning that if you re designing a Web site from scratch, it s not too difficult to design to these criteria. Consider the consumer. He or she wants personalized, relevant content, but at the same time doesn t want you to automatically know too much.
People really hate that corporations have information that they themselves can t see.
Perhaps it s not too soon for corporations to consider the scope of consequences and operational processes were the public entitled to that information. Seth Godin s permission marketing theory is based on the premise that frequency on the Internet is free and once you have a consumer s permission to engage him you can keep it up almost indefinitely. While gathering information on consumers to offer them the benefits of online coupons, they create an open and obvious value exchange. They provide fair and explicit information to the customer specifying use and data sharing policies. Ultimately, members have access to, and appropriate control over, the data that dash maintains about them.