Data privacy and personalisation: Why marketers can have their cake and eat it
The use of data to personalise company communications is axiomatic in digital marketing. Marketers were among the first to leverage the vast amounts of data companies now collect to allow them to offer more relevant products and services to consumers.
And these methods are only becoming more sophisticated. The world’s largest companies are now thinking of ever-more inventive ways of collecting data through the rising number of devices and channels we connect to. With