Customer Trust: How can B2C marketers balance privacy with personalisation?

Presented by

Sachiko Scheuing (Acxiom), Diran George (Treasure Data), Rachel Wells (MullenLowe Profero), Peter Dorrington (Anthrolytics)

About this talk

As the world recovers from the pandemic and we look towards the future of the digital economy, we find ourselves at a cross-roads where heightened levels of consumer awareness and control of personal data must be balanced against an increased demand for deeper personalisation. Yet, many consumers believe that marketing is using technology and their data to portray a false image of authenticity and to manipulate them into buying things they don’t really want or need. At this privacy vs personalisation cross-roads, how can B2C brands use data and technology to deliver empathetic experiences in a compliant way?   In this heavily regulated discipline, marketers find themselves juggling many policies and guidelines that have been around for years but in a constant state of evolution; to enable them to foster trust through the compliant, ethical and socially responsible use of technology which is genuine, and supportive - not exploitive. Join leading industry experts from world-class agencies including Acxiom, Treasure Data, MullenLowe Profero and Anthrolytics for an hour-long discussion on how B2C marketers can deliver compliant personalisation at scale, and customer experiences beyond imagination.

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We enable people-based marketing everywhere through a simple, open approach to connecting systems and data to drive better customer experiences for people and greater ROI for business. A leader in identity, customer data management and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day.