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Tracking Marketing To Minority Groups
Answer by David Dickinson, BOL Guru
BIO AND CONTACT INFO
Question: We would like to code our customer file that we use for marketing purposes with an ethnic/race code. This is for marketing purposes only, specifically to track or efforts in reaching out with products to various minority groups. This file information is not generally available to employees outside of marketing. Certainly, not to the lenders. We are concerned about discrimination regulations. Assuming that we do not use this information to discriminate against any particular group and this information is not used in any credit decision, are we OK in doing this? Where can I look for additional help on this matter?
Answer: I think this is extremely dangerous. I also don't think the benefit is worth the risk. Read this similar question and answers.
First published on BankersOnline.com 08/18/03
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