Dangerous data

Guyer, Lillie
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM30
Trade Publication
This article reports that Jim Taubitz, team leader of owner communications at Volkswagen, was surprised to hear marketing guru James Rosenfield caution automakers about the use of databases, during the Direct Marketing Association of Detroit seminar on March 4, 1999. According to Rosenfield, "there is a devil in the databases, and the problem is there is too much personal information under too little supervision." "With the way the automobile industry is set up it is difficult to maintain consistency with databases," stated by Taubitz.


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