Making the Connection With the By Justin Basini, CEO and Co-founder, ALLOW, www.i-allow.com


risk of being defrauded. Massive data thefts from Sony and Epsilon have added to a climate of fear around what companies are doing with data. Combined with the revelation that your smartphone might be storing information on your movements and it adds up to a worrying picture. Who has got your data, what are they doing with it and is it safe?


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s a consumer reading recent news stories, you might be forgiven for thinking that the only return from giving companies your personal information is an increase in your


As a business owner or manager, that is not an encouraging climate when you want to make the most out of your customer data. Yet this ought to be a golden age for realising the value of personal information. After all, 76 per cent of households now have access to the Internet, opening e-commerce and email to the mass market. And with 94 per cent of households having access to at least one mobile phone, digital devices are the new hub through which consumers manage their lives - and for brands to reach out to them.


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