A Flexible Method for Protecting Marketing Data: An Application to Point-of-Sale Data

Authors :: Schneider, Matthew J.
Jagpal, Sharan
Gupta, Sachin
Li, Shaobo
Yu, Yan
Source :: Marketing Science. Jan-Feb, 2018, Vol. 37 Issue 1, p153, 19 p.
Publication Year :: 2018
Abstract: Abstract. We develop a flexible methodology to protect marketing data in the context of a business ecosystem in which data providers seek to meet the information needs of data users, [...]

Subjects :: Data security -- Analysis
Marketing -- Analysis
Data security issue
Advertising, marketing and public relations
Business

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