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Consumer-data privacy and personalization at scale: How leading retailers and consumer brands can strategize for both
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Personalization at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defense”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalization at scale keeps personal data secure and private. Customer concerns about the security and privacy of their online data can impede personalized marketing at scale. Best-practice companies are building protections into their digital properties.
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