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Your company’s marketing department is always interested in gathering data about your customers and potential customers — the more data, the better. The Internet allowed companies to track online activity for the first time to gain a direct understanding of what content was most interesting to customers. Tracking that data is great for getting to know your customers, driving product development and new features, but if you don’t know exactly what your marketing company is doing — particularly as it relates to data collection and use — you need to find out, and then make sure to update your privacy policy to disclose those practices.

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