What's on the agenda for CIOs this year? Top executives at last week's NRF Big Show had plenty of advice for retailers, but these tips apply to any customer-facing company. Address data risks. Data governance is becoming really important, said David Massey, SVP and CIO of Bealls department stores. Customers might be willing to share data. You might have opt-ins, and be following all PCI requirements, "but what happens if customer data is misappropriated?" asked Massey, who is a member of NRF's CIO Council. "Your reputation may be at stake, so you have to have conversations about what risks you are willing to take with the brand," he said. You have to ask questions like, "Are you adding value to the shopper experience using more customer data, and at what point does it become creepy?" Consumers say they are increasingly open to sharing social, location, and mobile information with trusted retailers, according to a recent IBM Institute for Business Value study, yet many balk when asked to opt in. Some 42% of consumers see the potential benefit of sharing their location via GPS with retailers, but only 28% are willing to do so, according to the study. In addition, 54% of consumers see the benefit of sharing mobile phone numbers for text with retailers, but only 42% would actually share this information.