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In the Harvard Business Review, tech guru Doc Searls says the age of collecting data on customers is over. The intention economy will soon arrive, he says, and it will render unnecessary the mining and amassing techniques companies have used to get to know their customers better. "Businesses soon will no longer own the data...customers will." Searls says when this happens, vendors will realize greater benefits than they do now because when customers own and control their data, "demand will drive supply more efficiently than supply currently drives demand. Customers not only will collect and manage their own data but will be equipped with tools for declaring their intentions directly to the whole marketplace."
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