If you'd told someone 30 years ago that your customer's data was valuable - and that people were willing to hand it over to you - that idea would have sounded like science fiction.
But the business world - and customers' attitudes - have changed. Many customers are willing to sign over at least some of their personal data to companies. Companies have learned they can use data to pinpoint marketing materials. Many companies have profited off customer data, but in recent years a backlash has forced many companies to reconsider their business model.