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For B2C Marketing Professionals

Use Forrester's Consumer Privacy Segmentation To Understand Your Customers And Build Trust

Performance Management: The Customer Trust And Privacy Playbook

November 10, 2017

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This is the Performance Management report in The Customer Trust And Privacy Playbook For 2017.

Why Read This Report

As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their customers' expectations and concerns in order to ensure that they're correctly applying contextual privacy practices. This report uses Forrester Data Consumer Technographics® research to define four consumer segments as well as their attitudes and behaviors relating to marketers' collection and use of personal data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new Consumer Technographics data.

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Table of Contents

  • Privacy Has A Perception Problem
  • Five Attributes Determine A Consumer's Privacy Segment
  • Meet Forrester's Consumer Privacy Segments
  • Recommendations

  • Post-Digital Marketers: Study Your Customers' Privacy Segmentation
  • Supplemental Material
  • Related Research Documents

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