Gartner Research

Use Personification to Balance Personalized Marketing With Privacy and GDPR

Published: 30 July 2018

ID: G00361615

Analyst(s): Andrew Frank


As use of personal data becomes more problematic for marketers, marketing leaders pursuing personalization need new ways to deliver relevance and utility to anonymous individuals. Use this research to discover and implement best practices in anonymous personalization.

Table Of Contents


  • Rethinking Personalization
  • What Is Personal Data?
    • Effects of GDPR
    • How Are Marketers Reducing the Use of Personal Data?
    • How Are Data and Analytics Providers Responding?
  • The Elements of Personification
    • Recover Aggregate Consumer Intelligence With Persona-Level Tagging
    • Development Process
  • Hazards Watchlist

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