Time for brands to take customer data personally

As consumers and regulators increase scrutiny around data, contributor Nina Caruso says there's an opportunity to adopt a customer-centric approach to privacy while providing personalized experiences. Seven in 10 consumers expect a personalized experience from the brands they encounter, according to a survey of 3,000 Americans and Britons that Conlumino conducted in 2014. While that’s not shocking, this need for personalization can impact a customer’s loyalty and is a challenge that brands big and small still struggle with daily. For nearly a decade, marketing and publishing departments have responded to this demand by using data management platforms — or DMPs — to organize customer data and deploy that information for tailored advertisements.