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Marketers face a real conundrum when it comes to personalisation and privacy; consumers want personalisation, but are wary of businesses harvesting the data needed to achieve it. This is commonly referred to as the personalisation paradox, and there’s no shortage of evidence to illustrate just how much personalised experiences impact...

At a time when consumer trust is at an all time low, businesses must take a proactive approach when it comes to data privacy and compliance. Not only are consumers becoming more concerned about their personal data being harvested for commercial gain, but governments around the world are passing stringent...

"Declared data" is a hot topic in today’s marketing circles, but what does it actually mean? And why is it being proclaimed as the future for people-based marketing and customer experience (CX)? Declared data is information that has been explicitly shared by a consumer in an informed and consenting way. It...

Originally published: Fast Company, 30 March 2019 After last year’s Cambridge Analytica scandal, Facebook announced a major change to its ad targeting system. As of October, the company has permanently eliminated its “Partner Categories” feature, which had enabled advertisers targeting hyper-specific user demographics to do so by purchasing access, through Facebook, to consumer data...

To successfully implement a declared data strategy there are some challenges to overcome, in this article we briefly tackle the major questions, but will expand on these areas in future articles and case studies. If you missed it, read our post on How declared data will save the publisher business. Creating the...

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