Best Practice Report

Q&A: The Privacy-Personalization Paradox

Strike A Balance Without Losing Competitive Advantage Or Consumer Trust

November 25th, 2019
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Mary Pilecki , Alex Schanne , Christine Turley


CMOs are in a Catch-22 these days. 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 data collection and use that cross the “creepy” line or feel invasive. So how should marketers respond? This report answers the key questions we hear from marketing leaders about balancing data-driven personalization with their customers’ desire for better data privacy.

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