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Book Synopsis
This book looks at the issue of "behavioural marketing" which involves the tracking of consumers'' online activities in order to deliver tailored advertising. The digital information age, against a backdrop of rising globalisation, allows anyone to collect and share information on any subject, corporation, government -- or in many cases, other individuals. Companies from retailers to search engines to software makers all collect consumer data -- enough to fill vast server warehouses. Of-course, websites have long collected and marketed information about visitors. The latest twist is that behavioural marketing firms "watch" our clickstreams to develop profiles or inform categories to better target future advertisements. Unarguably beneficial, the process however stokes privacy concerns. Thus this book also discusses the Federal Trade Commission''s examination of online privacy issues. This is an edited, excerpted and augmented edition of various government publications.

Electronic Breadcrumbs: Issues in Tracking

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    £999.99

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    A Hardback by Dmitar N Kovac

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      Publisher: Nova Science Publishers Inc
      Publication Date: Publication Date: 25/03/2010
      ISBN13: 9781607416005, 978-1607416005
      ISBN10: 160741600X
      Also in:
      Sales and marketing management

      Description

      Book Synopsis
      This book looks at the issue of "behavioural marketing" which involves the tracking of consumers'' online activities in order to deliver tailored advertising. The digital information age, against a backdrop of rising globalisation, allows anyone to collect and share information on any subject, corporation, government -- or in many cases, other individuals. Companies from retailers to search engines to software makers all collect consumer data -- enough to fill vast server warehouses. Of-course, websites have long collected and marketed information about visitors. The latest twist is that behavioural marketing firms "watch" our clickstreams to develop profiles or inform categories to better target future advertisements. Unarguably beneficial, the process however stokes privacy concerns. Thus this book also discusses the Federal Trade Commission''s examination of online privacy issues. This is an edited, excerpted and augmented edition of various government publications.

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