Objectives of knowledge management

1 
Contact information. This is the name, postal address, email address and, for B2B com-
panies, website address.
2 
Profile information. This is information about a customer’s characteristics that can be 
used for segmentation. They include age, sex and social group for consumers, and com-
pany characteristics and individual role for business customers. (The specific types of 
information and how they are used is referenced in Chapters 2 and 6.) Research by Ward 
et al
. (2005) found that consumers in Australia were willing to give non- financial data if 
there is an appropriate incentive.