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"It's almost voyeuristic."
Mr. Barclay bought the machine to keep out underage drinkers who use fake ID's. But he soon found that he could build a database of personal information, providing an intimate perspective on his clientele that can be useful in marketing. "It's not just an ID check," he said. "It's a tool."
Now, for any given night or hour, he can break down his clientele by sex, age, ZIP code or other characteristics. If he wanted to, he could find out how many blond women named Karen over 5 feet 2 inches came in over a weekend, or how many of his customers have the middle initial M...
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