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shilpa shivapuram

@shilpashivapuram

Brands Dilemma: Personalization at the cost of privacy

Submitted Apr 16, 2021

We are in an era where we are so well connected virtually we are part of this humongous digital footprint that we are leaving behind. For eg when we buy anything from a marketplace, our app purchases, our entertainment preferences, and many more. These footprints are patterns of our behavior which could be private and public. Brands are hugely investing in this data to understand and cater to the customers better which is popularly termed as “personalization”. But brands also struggle to strike the right balance between privacy and personalization. There are cases brands have landed into trouble and legal issues for breaching their customer privacy. We would like to present and share our perspective on how brands could easily bridge this gap

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