With ever-increasing amounts of PII (Personal Identifiable Information) available to businesses, it is now possible to turn this data into creating individualised financial service customer experiences.
“Data Lakes” offer the option of real-time data aggregation to help companies focus their marketing effort and expand the boundaries of what is possible. On the flip-side, consumers are becoming increasingly concerned about privacy and security of the vast amount of PII that companies hold on them.
The Cambridge Analytica scandal has shown that the law is currently behind on how companies can use customer data, so should companies ask themselves: what is ethical and how can we get the best of both worlds?
This session will discuss the exciting opportunities for marketers, how data can deliver measurable, targeted advertising and what marketers can do to enable customer trust and successful outcomes (and avoid the dark side).
Scott Logie, Customer Engagement Director, REaD Group
Kyle DuPont, CEO, Ohalo
Graham Davis, Head of Customer Insight and Marketing Effectiveness, Ageas