Personally identifiable information (PII) is any information that can be used to identify a specific individual. In the context of marketing, PII can include a wide range of information, such as a person’s name, email address, phone number, physical address, or even information about their online behavior or interests. PII is often collected by marketers in order to better understand and target their audience, and it can be valuable for personalized marketing efforts.
However, the collection and use of PII is subject to strict privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. These laws require marketers to obtain consent from individuals before collecting and using their PII, and they also give individuals the right to access, correct, or delete their PII if necessary. As a result, it is important for marketers to carefully manage and protect any PII that they collect.« Back to Glossary Index