The whole scene emerged only because Davis did not want to share her ZIP code. Why make such a big deal over five digits that only records that someone lives in the same area as many thousands of others? Because along with other information, the ZIP code may provide the final clue to figuring out your address, phone number and past purchasing details, if a sales clerk sees your name while swiping your credit card. How does this work? In one of their brochures, direct marketing services company Harte-Hanks describes the GeoCapture service they offer retail businesses as follows: “Users simply capture name from the credit card swipe and request a customer’s ZIP code during the transaction. GeoCapture matches the collected information to a comprehensive consumer database to return an address.” In a promotional brochure, they claim accuracy rates as high as 100%.
Posted on: Thu, 20 Jun 2013 04:35:35 +0000
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