The Intelligent Marketer's Guide to Data Privacy The Impact of Big Data on Customer Trust /
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers' privacy concerns and feelings of vulnerability with long-term effects...
Κύριοι συγγραφείς: | , |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2019.
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Έκδοση: | 1st ed. 2019. |
Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 1. Customer Data Privacy: Why Every Marketer Should Care
- 2. The Psychology of Consumer Privacy
- 3. The Changing Privacy Legal Landscape
- 4. Big Data's Marketing Applications and Customer Privacy
- 5. Inoculating Against Customer Vulnerability
- 6. Privacy Failures and Recovery Strategies
- 7. Understanding and Valuing Customer Data
- 8. Data Privacy Marketing Audits, Benchmarking, and Metrics
- 9. Effective Privacy Marketing Strategies.