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The Biggest Roadblock to Data-Driven Marketing
By: Contently
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I may work in marketing, but as someone who appreciates privacy, I’m a marketer’s worst nightmare. When it comes to data collection, I want my information hidden from companies as much as possible. Fortunately (for me, at least), various search settings and browser options let me limit what I share. Plenty of others feel the same way, which has led to more stringent laws governing personal data. But for those in the business of data-driven marketing, that’s a big problem.

According to a January 2017 report from the Global Alliance of Data-Driven Marketing Associations and Winterberry Group, heightened data regulation and ad blocking are the two biggest barriers to effective data-driven marketing efforts.

In a brand’s ideal world, these issues would be obsolete. Marketers and consumers could reach a mutual understanding: people accept some degree of data collection, and companies, in turn, limit their invasiveness. But beyond questions of transparency and accountability, online ads serve up a host of other problems. On a computer, they slow down internet speeds and drain battery. On mobile, those concerns elicit data charges.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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