By Mindi Chahal

People are deliberately giving brands false data about themselves to protect their privacy, and are ignoring brands’ efforts to empower them to take control of their data, according to a study of more than 2,400 UK consumers by research company Verve.

It only takes a relatively small percentage of database entries to be ‘dirty’ before its value disproportionately declines, according to the report. Companies therefore need to up their efforts to encourage people to give the right information.

The research shows that 60% of consumers intentionally provide incorrect information when submitting their personal details online. Broken down by the types of data Read full story ›

Source: Marketing Week