The Fine Line Between Convenient and Creepy

Throughout this class, we've learned some amazing ways of tracking data. We are armed with tons of detailed information that in aggregate provides specific insights into consumer behavior. We have also learned that depending on the particular case, we can use the data to pinpoint exactly what we are looking for or at least get as close to that information as possible. That seems to be the science of digital marketing.

The arts part of this field is in knowing how, when, and where to use this powerful information. As this article points out, people can draw a fine line between convenient marketing and downright stalking. If this data becomes uniquely used, the randomness of free browsing will most likely be limited by predetermined algorithms.

I, like most everyone else, prefer to spend my time online efficiently, and having a system that caters to my preferences, similar to a personal shopper experience, seems like a great idea. Yet, the thought of only seeing what has been selected for me is a bit disturbing. Mahender Nathan, the vice president for e-commerce and digital marketing at Godiva put it well, "In conversation, if you think it's odd that you know something about someone that they didn't share with you, don't use it." Personalization, should adhere to the conventions of in-person conversations. That seems to be a good rule of thumb.
 
http://www.nytimes.com/2012/06/24/technology/e-tailer-customization-whats-convenient-and-whats-just-plain-creepy.html?pagewanted=all