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Posted by Ari Osur on October 12, 2011
The collection and use of consumer data in digital channels continues to evolve at a fast pace. I want to highlight two recent reports that address key areas of this topic that matter for interactive marketers. Earlier this week, I published a report that details data collection best practices for interactive marketers. The second one, Personal Identity Management, is a must-read courtesy of Fatemeh Khatibloo, who serves customer intelligence professionals here at Forrester.
In her report, Fatemeh introduces Personal Identity Management (PIDM), which has two primary components: 1) personal data lockers for consumers to hold their information, and 2) authorization management that ties data silos together, lets users update and manage their personal data, and enables consumers to approve requests for their data and share their data with marketers.
PIDM is in its early stages, but it could add another layer of complexity to consumer data collection and use if the digital ecosystem embraces it. As an interactive marketer, PIDM would alter how you:
PIDM is emerging and will be explored further in future Forrester reports. In the meantime, what’s your take on how PIDM could disrupt interactive marketing? In the long-term, would it help or hurt interactive marketing? Comment on this blog and let us know.