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Albert Gouyet

I definitively agree with you. You don't analyze on personally identifiable information such as credit card or social security number so why keep it? I can think of some cases where data is augmented over time or keeping a full address allows very precise geo-targeting but most the time your behavioral analytics tools don't need any PII.

I do take exception to your point about aggregating data as this will depend on the application. At Quantivo, we help retailers and online sites find value in their purchase and web analytics data - understanding market baskets, loyalty, click patterns, etc. The value is in the details of the individual transactions and would be lost with any aggregation. But your first point about minimizing the data is still correct: throw away any attributes you don't need or cannot act on.

Warm regards,

Albert Gouyet
Quantivo Corporation
www.quantivo.com

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March 20, 2009 02:12:47

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