Objectives of knowledge management

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.