Knowing your customer better comes with undeniable benefits. Behaviorally-targeted advertising has proven to be more than twice as effective at converting website visitors into actual buyers. However, this promise-filled upside comes with critical caveats regarding how you should and must not use this invaluable PII (Personally Identifiable Information). This Whitepaper from TRUSTe explains the challenges and pitfalls in properly caring for your customers' personal information. Learn how to balance profitable marketing, regulation and consumer trust.