Are You Afraid of Data? Balancing Privacy and Data Monetization - CPO Magazine

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In light of the many news headlines and scandals over data privacy today, many companies are afraid to use customer data because of concerns over potential privacy violations. There is also a growing concern over being legally compliant but still making customers unhappy or uncomfortable, much like what happened with Target in 2012. Target legally used their customers' data to create targeted ads, but the personal nature of the ads still upset customers. Target wasn't doing anything wrong with data monetization, but it still negatively impacted customers. Many companies opt not to use data out of fear, but that comes at a huge loss of revenue.

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