Gartner Research

Use Personification to Balance Personalized Marketing With Privacy and GDPR

Published: 30 July 2018

ID: G00361615

Analyst(s): Andrew Frank

Summary

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

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client