It’s eleven o’clock. Do you know how your data is being used?

According to research recently released by marketing analytics firm Aimia, the average consumer now realizes their data is valuable to marketers – 42 per now see their data as being highly valuable – but they still don’t understand how it’s being used. Nor do they know how their data is being collected, what is being collected, or how they can maintain control over their personal information.

This insight arrives courtesy of Aimia’s annual Loyalty Lens report, which involved surveying more than 15,000 customers in nine countries in order to predict customer loyalty standards for the year ahead.