To marketers, comprehensive, accurate consumer data is key to attracting customers, increasing sales and building longterm loyalty. The better you ‘know’ your customer, obviously, the more efficient your advertising spend and the happier the customer who is presented with a product or service that he or she actually wants.  It’s a model that has been around for ages and has only gotten more sophisticated in the digital age. Even when hiccups arise in the processing and interpretation of data for advertising purposes, it hasn’t historically caused too many waves. Anyone who has bought a book as a gift in the past decade on Amazon is familiar with being marketed baseball books when you’ve never touched a bat; or with getting an enthusiastic recommendation for…