Gartner for Marketers Research

Intelligence Report October 23, 2018

Data and Targeting 2018

Concerns about data privacy are at a fever pitch in the wake of highly publicized breaches. Subsequent regulations in Europe and the U.S. are constricting the customer data brands can store, signaling that no personalization tactic is sacrosanct. In the face of these developments, brands must rethink their entire approach to data collection, notification and targeting — or risk losing the trust and attention of their audience.

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