‘Data doesn’t need to be big or creepy to shed light on consumer psychology’

As public fury rages around Facebook, Cambridge Analytica and the intrusion of privacy, we as marketers need to recognise the paradox between this consumer anger and the proven value of personalised customer experience. We need to resolve this paradox, in order to move forward positively and meet the requirements of both our shareholders and our customers.
The use of data in marketing suffers from a fundamental conflict between two customer needs:
Data effectiveness: Customers expect us to deal