Let’s make this personal. We’re all individuals; we all value personal relationships; we’re all impressed by great, personalised service. But today, as we interact, socialise and buy more in the digital space, our ability to enjoy high standards of personalisation is at risk. Extreme views and misperceptions around data and how it is used for marketing are threatening to seriously curtail marketers’ ability to deliver great personalisation and great service.
The purpose of this white paper is to consider the various factors and forces at play so that the reader can take a more balanced view of consumer data and, in turn, how it’s used for marketing.