How Long Should You Retain Consumer Data?

Law360, New York (March 23, 2012, 12:40 PM EDT) -- Businesses have always collected information about their customers, but with the explosion of online commerce the quantity of information collected about customers, and potential customers, has ballooned. One question that necessarily arises for almost any business is deciding how long it will keep the data that it collects.

The decision can be particularly difficult in light of the growing trend to use historical data to customize and personalize websites, or to target advertising; furthermore, businesses are well aware that future developments in technology will improve the...
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