Marketers overestimate consumers’ attitude to data

Marketers are facing a continuous struggle with consumers’ perception of data, as new research reveals 71% believe brands with access to their personal data are using it unethically.
The report, which surveyed more than 34,000 people worldwide, reveals 78% of the public also view the threat of negative media coverage as an insufficient deterrent to prevent businesses from misusing personal data.
Brands, therefore, are at severe risk of overestimating consumers’ trust in and will