Gartner for Marketers Research

Insight Report January 10, 2020

Data & Targeting 2019: Grounding Personalization In Privacy

More than one year removed from the launch of the General Data Protection Regulation (GDPR), brands at large continue delaying upgrades to their privacy communication practices. For organizations grappling with a host of other immediate challenges such as customer acquisition and cost minimization, privacy improvements can fall to the wayside. However, the consequences of forgoing transparency and care with data collection and deployment are dire. Brands around the world cannot afford to apply yesterday’s models, and instead must take a proactive stance on privacy to reap the rewards of sophisticated, targeted marketing.

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