Derek Rodenhausen, Lauren Wiener, Kristi Rogers and Mary Katerman
Consumers Want Privacy. Marketers Can Deliver.
Boston Consulting Group, 2022
Remember when getting information about your customers was difficult? It’s still difficult, just in a different way.
If you’re trying to understand consumer data, personalized marketing and privacy concerns, Google makes an ideal research partner. The Boston Consulting Group collaborated with Google to survey consumers and top marketers about how they’re navigating the need for personalized marketing and the growing privacy concerns of consumers. Is it possible to build trust, collect data and create value for the company, and for consumers? It is, but communication is key.
About the Authors
Derek Rodenhausen, Lauren Wiener, Kristi Rogers and Mary Katerman are professionals with the Boston Consulting Group.
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