Trends Report

Assess Your Customers' Personal Identity And Data Management Attributes

April 29th, 2014
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Carlton A. Doty , Colin Campbell , Sarah Takvorian , Elizabeth Komar , Wilton Arellano


Personal identity and data management (PIDM) changes the way marketers will communicate with their customers. But to understand how, customer insights (CI) professionals need to first understand the attitudes, behaviors, and expectations of their consumers as they relate to digital activity and personal security. This report uses Forrester's Consumer Technographics® research to describe eight different consumer personas and their various attitudes and behaviors relating to marketers' collection and use of personal data.

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