Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits.
This leaves marketers to thread a delicate balance – provide customers with a personalized experience and ensure that their data is secure and being used responsibly.
During this Insights Studio event, HawkPartners shared a blueprint for brands to follow when balancing these issues, and industry leaders from tech and healthcare shared best practices in how they balance these marketing priorities.
This event explored the following:
Scott Wilkerson – Partner, HawkPartners
Adrian Hurditch – Former Product Leader, Amazon Alexa
Alexandra Morehouse – Chief Marketing Officer, Banner Health
Paul Donato – Chief Research Officer, ARF, Moderator