How new technologies increasingly enable businesses to collect and use vast amounts of personal data about their customers and potential customers

New technologies such as database management systems have enabled entities to collect vast amounts of personal data about their customers. For example, entities use web forms, e-mail lists and other subscription services to collect users’ data, which they then store and organize in relational databases for use in their customer relationship management. More subtle modes of collecting data include cookies, which can help entities to learn the interests of their customers by tracking the websites and sections of the websites that users visit. As elucidated subsequently, various new technologies have offered entities a means to collect user data and organize it into information that they can use for promotion purposes.

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