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  3. The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust

The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust

Posted By: hill0
Date: 3 Feb 2019 15:16:27
The Intelligent Marketer’s Guide to Data Privacy: The Impact of Big Data on Customer Trust

The Intelligent Marketer’s Guide to Data Privacy:
The Impact of Big Data on Customer Trust
by Robert W. Palmatier
English | 2019 | ISBN: 3030037231 | 202 Pages | PDF,EPUB | 3.12 MB

Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships.

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