Marketers currently hold unprecedented amounts of customer data while facing increasing scrutiny on its use. There is a growing demand from consumers for control over their data, with regulators closely monitoring compliance and platforms changing their policies. As privacy laws tighten and browser settings limit passive collection of data, marketers need to adapt to new engagement rules. An understanding of essential terms and practices, such as anonymization, API, and blockchain, is crucial for effective data-driven marketing in this evolving landscape.
"Marketers are sitting on more customer data than ever, but they're also facing more scrutiny over how they use it. Consumers want control, regulators are watching and platforms are rewriting the rules."
"Between tightening privacy laws, shifting browser policies and audiences tiring of intrusive, creepy targeting, the rules of engagement when it comes to data are shifting."
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