Evidence suggests that firms which use customer data analytics perform better than those that do not. However, the current policy of voluntary profiling allows firms to collect and use customer information only if customers voluntarily disclose information with them. Further, surveys and...

Although consumer profiling advocates tout benefits from personalization, consumer advocacy groups oppose profiling in online markets because of concerns about privacy and price discrimination. Policies such as “opt-out” or “opt-in” that provide consumers the option to voluntarily...