Customers have lost confidence in sharing their data and they don’t wholly trust companies who ask for it. This isn’t a problem that can be fixed overnight. At the same time, consumers have higher expectations. Marketers of the future need to create individual experiences at scale. And shift to what will come, instead of what has happened.
The online user experience is being systematically undermined by legislation, corporate ass-covering and silos. It falls to us to defend the user experience and put control back into the hand of our clients. Can we make it possible for consumers to capture the value of behavior prediction for themselves? Or at the very least, give them access to assumptions we make?