If you've been reading the news in recent months, there is an increasing cross-industry focus on consumer privacy, security, and trust. And if you're in digital marketing, you're probably scratching your head trying to figure out what it means.
Where we used to be able to use cookies to track user behavior and re-market to them, leaders like Google are setting the tone for a world where consumers (rightly so) should be in control of who has access to their data. The looming cookie-crackdown has marketers scrambling. And, a recent documentary Coded Bias put a concerning spotlight on the inherent flaws in AI algorithms.
At the same time, personalization – especially if AI-driven – offers significant opportunity to increase consumer conversion and engagement. But it can't come at the expense of others. To ethically reap the benefits of personalized marketing we need new tools that fully respect consumer privacy and trust.
Download our paper to explore the compliance risk of real-world use cases, plus tools your organization can use to roll out a personalization strategy that respects HIPAA and patient trust.
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