Managing marketing data securely and ethically
- Based on a talk given at the 6th Inventicon Marketing Analytics Summit 2023 in Mumbai
Summary -
Data is valuable. To you, and to others.
Others may try to steal / misuse / damage data for profit or competitive advantage.
You, as an owner of the data, have the responsibility for safeguarding it.
Multiple attack vectors exist to breach data, and appropriate measures need to be taken to guard against each.
Identifying and auditing the process of data collection and storage will help identify vulnerable points.
When - not if, when - a breach occurs, an action plan needs to be in place to limit damage to customers and the organization.
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