Accenture: More consumers willing to share data when there’s transparency (

•Chief marketing officers need to be more mindful of consumer privacy as they develop marketing strategies to personalize brand experiences, consulting firm Accenture recommends in a new report shared with Marketing Dive. Most consumers (69%) said they wouldn’t do business with a brand if its data usage was invasive, based on a survey of 8,000 consumers.

•Consumers want to know more about how brands are using personal data. The portion of consumers who said they’re willing to share more when brands are transparent rose to 73% this year from 66% in 2018, the survey found. Among consumers who said they had received invasive marketing messages, 71% said it was because a brand had information about them of their family that they didn’t share directly.
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