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Why personal data are valuable for digital business

While there is much natural concern amongst consumers about their online privacy, infor-

mation about these consumers is very useful to marketers. Through understanding their 

customers’ needs, characteristics and behaviours it is possible to create more personalised, 

Privacy

A moral right of 

individuals to avoid 

intrusion into their 

personal affairs.

Identity theft

The misappropriation of 

the identity of another 

person without their 

knowledge or consent.

Box 4.2

Types of identity fraud

Table 4.3 illustrates different types of identity fraud. The data show that it’s still a grow‑

ing problem with a 20% increase in impersonation between 2009 and 2010.