Gartner Research

Use Personification to Balance Privacy and Relevance

Published: 19 August 2016

ID: G00295845

Analyst(s): Andrew Frank

Summary

Marketing leaders must balance the execution of personalized, real-time engagements against consumer privacy concerns. Use this research to properly deploy personification for stronger business results — while protecting customer privacy, ensuring compliance and safeguarding your brand's reputation.

Table Of Contents
  • Key Challenges

Analysis

  • Distinguish Among Personalization Strategies According to Their Data Requirements and Privacy Implications
    • How Do Personification and Personalization Differ?
    • Why Is Personification Important?
    • How Does Personification Work?
    • Where to Start
  • Adopt a Privacy-by-Design Approach to Customer Experience and Analytics, Making Privacy a First-Order Priority When Creating Strategic Plans for Customer Data Management

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