I am not a big fan of collecting everything of everyone. First of all, I am operating in the EU with strict privacy laws. Seconldy, we all tend to collect more than we need for real insights, and thirdly because I cannot explain most of this to my mom. But I know many of my readers are in the US where moms are more easy going :-) and certainly the law is, so I included this article on how to better collect individual consumer data. Be relevant, not creepy, give something in return.