Nice post Zoe, and nice to find you via SocialMediaToday :)
I wonder if you saw there was a video of Seth Godin recently posted talking about SCRM and the fact that marketers can't control peoples' behavior, no matter how badly they'd like to (http://bt.io/FQ9D)
. The stats can offer guidance but a company has to personalize its strategy.
Likewise, I think as consumers we have to be aware of the information that we choose to share, ie I am aware that every time I use a fidelity card I am getting discounts because I am giving up certain information.
I definitely agree with your last point, though. I'm also interested in your findings and keeping in touch.