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Customer data protection principles for customer-centric brands

Posted 27th October 2015 | Category: BrandStrategy

It's time for brands to get serious about their obligation to responsibly manage customer data if they want to offer a personalised experience to customers. Brands are increasingly built on customer data as they use the data they hold on customer interactions to develop innovations and personalise brand experiences. It's becoming unnervingly personal, in a connected world almost all customer data can be classified as personal data, anonymity is increasingly illusive. Marketers face risks and opportunities with customer data as they balance control, privacy and security with innovation. At what point does it become creepy when computers and the environment around us can recognise who we are and our behaviour?

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