One of the top marketing analytics goals for retailers has, for years, been the single view of the customer. That means being able to identify shoppers as they move from desktop to mobile to in-store and when they phone a call center. A mobile device that typically stays with a person at almost all times has been seen by many as the answer — and it is.

But Google has been pushing an alternative theory, which is to trust it blindly. It doesn’t quite phrase it that way, but that’s where it ends up. On Monday (July 31), a major privacy organization, the Electronic Privacy Information Center, filed a legal complaint with the U.S. Federal Trade Commission asking federal officials to look into a Google program that extracts data from payment card records.

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