They know our names, know when we’ve moved to another city and where we would like to go on holiday next. It’s sometimes creepy how accurately businesses know about us and our habits. Sometimes it’s even shameful: when a retailer sends coupons for chocolate because one of its data analyses spits out the customer’s relationship breakup. Personalisation done well or overdone – businesses walk a fine line. Because many customers want to receive individualised offers, but they don’t want to feel like they are being stalked. Retailers, in turn, want to optimally use the data they collect but can forget respect and distance in the process.