Research: Marketers Aim to Balance Thirst for First-Party Data & Customer Privacy

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Customer identity and data privacy are at the core of every marketing strategy, driving everything brands are doing with marketing data — from social media marketing to in-store email collection. The 360-degree customer experience demands more sophisticated data management and data privacy is a front-and-center priority,  especially now that data privacy legislation reminiscent of GDPR looms in the U.S. in 2020, starting with California next year and possibly moving state-by-state from then on.

GDPR ensured any brands marketing to E.U.

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