Trends Report

Protect Your Investment: Build Privacy And Security Into Your Marketing Technology Strategy

July 6th, 2018
AS
Alexander Spiliotes
With contributors:
Mary Pilecki , Matthew Flug , Fatemeh Khatibloo , Christopher McClean

Summary

B2C marketing and customer insights (CI) pros are increasingly implementing a multitude of new technologies that use a wide variety of customer data for insights and engagement. These acquisitions frequently attract questions from security and risk (S&R) pros regarding the privacy, security, and compliance impacts of the technologies' implementation and operation. This report provides marketers with guidance on best practices to proactively address S&R concerns. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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