According to The Economist, the world’s most valuable resource is data, to the point of being considered the “oil of the digital age.” With the rise of personalisation and the implementation of artificial intelligence, a new concern arises on the horizon: data privacy. A truly personalised relationship between brands and customers is possible by accessing users’ personal information to analyse the data and predict behaviours. However, the negligent use of the data can have serious consequences.
Digital advertising generates annual revenues of 41.9 billion euros in Europe. A growing percentage of these revenues and the underlying growth are attributable to the use of behavioural information. Data is fundamentally transforming the way brands implement their digital marketing strategies. Read more
Consumers expect personalized content thanks to digital transformation and online devices. While it is true that users want personalization, there is no consensus on which tactic is most effective. Despite wanting to receive relevant content, only 29% of online users believe that providing more data leads to a better experience. Read more