Responsible Marketing with First-Party Data
Boston Consulting Group,
2020
Read or listen offline
1×
Recommendation
Your customers no longer just want a great product at a good price – they want a product that feels individualized and relevant to their unique lifestyles. Sound like a daunting task? In this report, the Boston Consulting Group explores 70+ interviews conducted with leading European companies to get a clearer picture of how successful firms wield first-party data in the fight for market relevance. Based on these findings, the authors offer practical tips for collecting, analyzing, using and sharing data without violating your customers’ trust.
Take-Aways
About the Authors
Shilpa Patel is a Managing Director & Partner, Dominic Field is a Senior Advisor, and Henry Leon is a Principal in the Boston Consulting Group’s London office.
Comment on this summary or Start Discussion