Trends Report

Build A Road Map For Personal Identity And Data Management

March 8th, 2019
FK
Fatemeh Khatibloo
With contributors:
Mary Pilecki , Stephanie Liu , David Novitzky , Christine Turley

Summary

The era of personal identity and data management (PIDM) is here, spurred by increasingly privacy-aware consumers, new privacy regulations, and a crop of Silicon Valley advocates for data ethics. To participate in a PIDM world, marketers must embrace five concepts and apply them throughout the organization. This report outlines how PIDM is changing the customer data landscape and what it means for B2C marketers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in new market conditions, data, and regulations.

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