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Any good marketer knows that excelling in the age of the consumer is all about creating tailored brand
experiences that speak directly to customers’ needs. But while they enjoy the convenience and relevance that these personalized engagements bring, consumers are also quick to withhold their personal data and demand increased privacy online. This problem becomes even more muddied in the wake of major trust scandals and data breaches that give rise to increasingly strict data protection laws and regulations.
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