Originally published: Which-50, 17 July 2019
Consumer sentiment is increasingly hostile to the concept of businesses harvesting their personal data for commercial reasons. Yet the same time, more consumers than ever before expect a personalised experience and are increasingly loyal to the brands that understand them.
It is this seemingly paradoxical contrast between consumer sentiment and expectation that has led to the role of “declared data” – which see’s a customer actively trust a company with their information, in an informed and consenting way.
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