Big DATA/ DATA mining

1. How can companies collect 'good data' (what constitutes good data) and how does this lead to positive outcomes for the customer?
2. Do you believe that all forms of data collection are in the best interest of the customer(check out the American Marketing Association statement of ethics and ethical values.
3. What really IS the value of a customer? Is it lifetime? Should marketers look at a sale as more than just one sale?
4. How can marketers cultivate a strong relationship with customers? And how does the data collection method affect this relationship?