Fred Rogers

Heather Fletcher is senior content editor with Target Marketing.

Schrodinger's cat. Marketers may not like to think about it, but they may be marketing to consumers who are both alive on the Internet and dead in real life. In the offline world, data hygiene is a bit simpler—despite the human interest stories about dogs receiving direct mail, there are far fewer pseudonyms to wade through to find correct proof of life on those lists.

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