The methodology that marketers use to assess and predict buyer behavior is facing scrutiny in a World Privacy Forum report that calls for regulation of the practice. The group says consumer scores that are used to focus on specific consumer types should be public, lest they target vulnerable populations or be used for scamming. Marketers counter that the scores are not used in any legal sense but are simply implemented for smart marketing purposes. "In marketing, the interests of consumers are constantly changing, so there's no such thing as a static score," said Rachel Thomas of the Direct Marketing Association.

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