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Why companies like Uber need to walk the fine line between 'magic and creepy'

In this digital environment, companies like Uber need to do even more to make connections with their customers, but there's a fine line between 'magic and creepy' in the use of your personal information. Wharton School Professors Nicolaj Siggelkow and Christian Terwiesch, co-authors of the book 'Connected Strategy,' speak with Yahoo Finance's Alexis Christoforous and Brian Sozzi.