Personal Data in Marketing

Between 10% and 20% of all marketing activity in the United States, and a smaller proportion internationally, relies on data about individuals, whether personally identifying or pseudonomized. These data flow across a system of established and emerging firms operating as an industriy whose raw material is information about people and whose output is efficient matching of sellers to buyers.  This research project is concerned with questions of public policy and corporate strategy. The research investigates the industry's value chain, its sub-structures, its pattern of evolution, and its future.  It considers regulation and legislation, and will examine the comparative effects of regulatory regimes.