Companies collect information about their customers and sometimes, companies have too much of information available about customers (Akhter, Rahman, & Ullah, 2019). Companies try to capture information about customers at every possible customer touch point. These touch points include all instances when customers come in contact with companies. These touch points may include customer purchases, sales force contacts, service and support calls, marketing communications, website visits, satisfaction surveys, credit and payment interactions, and market research studies (Evelina & Safitri, 2019).