This infographic does an interesting job at highlighting how brands can and have used customer data to model purchase/sales driving behaviour. It will be interesting to see how brands manage through this as consumers demand transparency and expect fair business practices. One option is of course to simply defaulting to an everyday low pricing model. The other (arguably more interesting) model is to reward most engaged brand advocates. Consumers will feel more positive (and loyal to a brand) about use of their data if they trust it will benefit them with more personalized rewards that result in a fair trade off. What do you think helps consumers see the benefits of data (vs just being creepy)?