I am a firm believer in learning as much as you can about your customer by analyzing all of the data available to you. This allows marketers to make informed decisions that will ultimately build out a relationship with their customers based on mutual benefit. This is a win-win and is the only real way to achieve long term customer loyalty and build brand awareness.

But the question is when does it all get a little weird?

I was once charged with looking into a product that was able to cookie a person when they became a lead and then recorded all of their individual browsing behavior into the company CRM. So every time they came back to the site - the activity was recorded and sent to the appropriate sales person where they could act on the information.

But I was forced to ask - how?

I understand that it could help prod conversation without actually having to come right out and say

“Hey, I noticed that you looked at but didn’t download that whitepaper - how come?!”

But it was still extremely creepy to me. How exactly was this really going to help the salesperson close the deal? What kind of risk does this pose if this method of tracking became public? How do you really make use of the data at the individual level?

I understand that there are B2B companies out there that have a very small and concentrated customer base where individual information is more meaningful than in aggregate - but it seems to me like spying on someone while they shower…i dont think just because you let them over to your house once that you gave permission for that level of access.

But maybe Im crazy! Let me know what YOU think.

If you are interested in learning more about our authors, you can choose from the list to the right. Luke Newton has been involved in internet marketing for such companies as Resort Condominiums International, ExactTarget, Watchfire, Wild Birds Ulimited, Carrier, Marsh Supermarkets, and many others. Read more from this author

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