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For B2C Marketing Professionals

Q&A: The Privacy-Personalization Paradox

Strike A Balance Without Losing Competitive Advantage Or Consumer Trust

November 25, 2019

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Why Read This Report

Marketers today find themselves in a Catch-22. On the one hand, their customers want to be recognized and rewarded for their loyalty with better-tailored content and offers. On the other hand, those same consumers condemn the practices of data collection, data mining, and predictive analytics when they learn how data is used to meet their needs. So how should marketers respond? This report answers the top questions we hear from clients about how to balance the desire for data-driven personalization with their customers' desire for better data privacy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Privacy And Personalization Aren't Mutually Exclusive
  • Supplemental Material
  • Related Research Documents

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