Getting Smarter About Data Privacy
The Creepiness Factor
From the General Data Protection Regulation to the emerging EU E-Privacy Regulation, businesses are facing strict new controls around how they use a broad and growing class of personal data.
At the same time, customer analytics, a discipline that classically relies on personal data, has taken a central role in the search for competitive commercial advantage. From share of wallet analysis and customer retention programmes to programmatic advertising and artificial intelligence, more effective use of customer data through advanced analytics can dramatically accelerate growth and profitability. There is a growing tension between the need to respect data privacy regulation and its restrictions on data use versus the drive to gain better understanding through customer data analytics. as a result, many businesses are heading towards an inevitable showdown between these conflicting goals.