Marketers are getting mixed signals from customers. On one hand, they’re asking for more personalised experiences. Based on Adobe research, 60% of Gen Z and Millennials expect a high level of personalisation—just putting their name in the email subject line won’t cut it.

At the same time, consumers are nervous about how companies use their personal data. The majority want more transparency and more control in how that data is collected, stored and used.

In other words: “Market to me like you know and understand me. But don’t collect the data that lets you know and understand me!”

It seems like a paradox. But personalisation and privacy can coexist. And these two seemingly opposed forces must come together if we’re to reach people, build relationships, and turn prospects into customers.

Data governance and management are now part of the success of your business. In a recent Accenture study, 90% of executives agreed that data transparency is becoming a competitive differentiator.

Our latest guide, Customer Privacy & Personalisation: How Great Marketers Can Balance Both, can help you keep customer data safe while still offering amazing, personalised experiences.

Read the guide to discover:

• How Adobe Experience Platform enables personalisation with privacy built in
• How to implement data management and governance on Adobe Experience Platform
• How personalisation and privacy together create great customer experiences
• How to create policies that honour customer requests for choice and transparency

Customer demands for both privacy and personalisation require a new approach to data management and governance. Find out how to get the best of both worlds: Download your copy today.