Gartner Research

Ten Best Practices for Privacy and Personalization in Digital Business

Published: 08 December 2014

ID: G00268877

Analyst(s): Penny Gillespie , Frank Buytendijk


IT leaders responsible for digital business or working with CMOs need to understand the requirements of balance between privacy and personalization to effectively engage customers. Gartner has identified the best practices for personalization to enrich the customer experience.

Table Of Contents
  • Key Challenges



  • Rule 1: Base Personalization on How Well You Know the Customer
  • Rule 2: Use Only Information Shared With You by the Customer or Widely, Publicly Available Information
  • Rule 3: Continually Align Personalization to the Customer's Journey
  • Rule 4: Communicate Often and Get Customer Feedback on How Well You Are Doing
  • Rule 5: Do Not Use Personalization in Sensitive Situations
  • Rule 6: Staying in Context Can Prevent the Perception of Intrusion
  • Rule 7: Formalize and Document Your Policy on Privacy and Using Customer Data for Personalization
  • Rule 8: Clearly Articulate Your Rules and Practices on Using Customer Information to Improve the Customer's Experience
  • Rule 9: Incorporate Privacy by Design Into Business Processes That Balance Business Requirements With Privacy Expectations
  • Rule 10: When in Doubt, Follow the Golden Rule

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