But I've got to think that some sort of "correction" is coming along--with more people beginning to feel that these predictive intrusions are well--intrusive!
In the Target/teen pregnancy case, Target sent coupons to the girl to help her save money on baby items. If the teen was, say, older and in an established relationship, had proactively wanted to become pregnant, and had the support of her partner and family, the coupons would have been helpful. Reading between the stories' lines, the coupons forced the girl to fess up about the pregnancy before she was ready to do so. Now, people can argue the pros and cons of that and push their own morals on this girl but I don't choose to go there! There was nothing "evil" in Target's intent and, even if a human was involved in this process, I don't know that any red flags would have come off -- even if her age appeared (which it may well have done so).
That there was more concern for an individual's privacy that what you suggest:
"[B]ut organizations must walk a fine line so they don't frighten prospects or existing customers away. It is a balancing act, and corporate reputations depend on getting it right."
That may not be the intention of the collectors but i doesnt stop people from snooping around that data. Problem is that many of those collecting the data don't do much to keep it safe.
but it's complicated. Yes, people can use the personal data for bad purposes, but generally that isn't the intention, and the information can be really useful. Let's not throw the baby out with the bathwater.
There needs to be some kind of filtering system i guess. One that uses an algorithm based on real life differentiation between what is appropriate and what is creepy. things relating to teenage pregnancy, death, and such touchy subjects cannot be left to an automated system to generate and push ads. It could easily spoil the company's reputation.
The teen pregnancy is an extreme example, but enterprises shouldn't underestimate how offensive it can be to find out that they know personal details from your life you didn't share with them, no matter how mundane.
The first example that came to mind for me was the Target/pregnant teen tale from 2012, which clearly emphasized just how much the retail chain knows about its shoppers -- and how targeted marketing campaigns can go astray. Seriously doubt Target wanted to out the teen's pregnancy when it sent her coupons for baby items, but knowledge can be a dangerous thing.
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The IBM Smarter Commerce Global Summit in Monaco kicked into high gear today, and we've already begun to see news emerging from that lovely city-state by the sea.
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