Gartner Research

Modernize Data Privacy to Put the Personal Back Into Personalization

Published: 28 February 2019

ID: G00378433

Analyst(s): Melissa Davis , Penny Gillespie , Lydia Clougherty Jones


Organizations are losing their best chance to optimize customer experience due to outmoded privacy ideas that limit the use of personal data. Data and analytics leaders should align personal data use, personalization and privacy to improve customer experience and drive business value.

Table Of Contents
  • Key Challenges



  • Define Requirements for Accessing and Using Individual-Level Data
    • Privacy Requirements
    • Updating Outmoded Ideas
  • Identify Specific Personal Data Needed for Customer Analytics Initiatives
  • Expand Collection, Use and Sharing of Personal Data to Improve CX

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