The Intelligent Marketer's Guide to Data Privacy
**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with l...
**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with l...
