Do not let a per-record marketing-data price anchor a records deal: sold as marketing or broker data, consumer records fetch cents each
Where a price and a record count are both stated, consumer records sold as marketing or broker data went for cents: Circuit City's 33 million store-customer records (already sold once, non-exclusively) for $350,000 with some trademarks, about $0.011 a record (2009); Systemax's allocation of $2.9 million to about 14 million web-customer records, about $0.21 (2009); Verisk paid Honda $25,920 for 97,000 cars' driving data over four years, about $0.27 a car, and Hyundai $1,043,315.69 for 1.7 million vehicles over six years, about $0.61 (letter of 26 Jul 2024).
Dated 26 Jul 2024Source checked 20 Oct 2026Page out of reach at the last check, 21 Oct 2026Basis: indicative
In the source's own words
“The purchase price for the Acquired Assets shall be an amount in cash equal to three hundred and fifty thousand dollars ($350,000)”
Where it was read
Also read from the same source
- Circuit City's "Alpine Data": records of about 33,000,000 consumers who bought in its retail stores or by telephone (name, address, telephone number, products purchased, some demographic information), sold exclusively except for an earlier non-exclusive sale to Systemax, together with the VERGE private-label trademarks and domain names. Buyer: Micro Electronics, Inc. (Micro Center). Seller in Chapter 11 liquidation.
- Driving data from about 97,000 connected Honda cars whose owners enrolled in Honda's optional Driver Feedback programme, shared by American Honda with the data broker Verisk between 2020 and 2024 (Verisk resold driving scores to insurers).
- Driving data from about 1.7 million connected Hyundai vehicles, shared by Hyundai with the data broker Verisk between 2018 and 2024 through its Driving Score programme, into which drivers who enabled internet connectivity were enrolled by default.
Figures it counts in
It is shown on its own, not counted into a figure.