Businesses collect vast amounts of customer data via forms that consumers fill in themselves and with automatic data collection tools. Advances of data collecting methods outpace consumers’ understanding of how their personal data is used. This paper investigates how the consumers perceive the pros and cons of marketers using their personal data for customized marketing messages and product offers. A qualitative study was conducted among Estonian consumers. In depth interviews with 18 consumers revealed surprisingly positive attitudes but also highlighted how consumers do the privacy calculus. Data based personalization is welcomed if the consumers perceive to receive benefits for disclosing their data. The results demonstrate that women are more willing to share their personal data for business purposes.