Accenture’s study highlights the challenge that CMOs face in personalizing products and services for customers while respecting their growing demands for privacy. Highly publicized data breaches and continual warnings about the perils of identity theft have made consumers wary of sharing personal information that underpin data-driven marketing strategies. Lawmakers and regulators throughout the world are responding to these growing worries by cracking down on data-sharing or by requiring more transparency among companies that collect consumer information.
