How brands can use data to design rewarding customer journeys, post-GDPR

Most marketers will be familiar with the legal requirements of the EU’s General Data Protection Regulation (GDPR). They will know getting it wrong could incur fines and, probably, reputational damage.
But it’s also important to understand the spirit of the GDPR. This requires marketers to adopt a new mindset.
The GDPR is essentially about the proper use of personal data. Marketers who use, or want to use personal data, need to earn the trust and respect of potential or existing cust