A01 chaf6542 06 se fm indd

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.