Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer Trust

The book "Big Data, Privacy, and Cybersecurity: Building and Implementing Effective Privacy Strategies" provides a customer-centric approach to privacy, offering defensive and offensive marketing-based strategies to position firms in the data-intensive landscape. It also helps managers anticipate future consumer and legislative trends and provides an action plan for improving performance by protecting against privacy threats and developing offensive strategies.

\n Format: Hardback
\n Length: 192 pages
\n Publication date: 20 February 2019
\n Publisher: Springer Nature Switzerland AG
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In response to mounting evidence that data analytics, including precision targeting and enhanced selling, yields positive returns, firms are increasingly gathering and analyzing customer data. However, these endeavors often overlook customers' privacy concerns and feelings of vulnerability, which can have long-term detrimental effects on their trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity are often relegated to IT and legal teams with minimal consideration for customer relationships.

This book aims to bridge the gap by adopting a customer-centric approach to privacy. It provides a comprehensive framework for developing both defensive and offensive marketing-based privacy strategies that firmly position firms in the data-intensive landscape of today. Moreover, the book assists managers in anticipating future consumer and legislative trends, thereby enabling them to make informed decisions.

Drawing from the authors' extensive work and existing research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, it:

• Describes the consumer psychology of privacy, shedding light on the factors that influence consumers' attitudes and behaviors regarding their personal information.
• Deconstructs the relevant legal and regulatory issues surrounding data privacy, providing a clear understanding of the legal frameworks and guidelines that govern the collection, use, and protection of customer data.
• Offers defensive privacy strategies that help organizations safeguard their customers' personal information and prevent data breaches.
• Describes offensive privacy strategies that enable organizations to leverage their customer data to enhance their marketing efforts and build stronger customer relationships.
• Provides an executive summary, encapsulated in the Six Tenets for Effective Privacy Marketing, which outlines the key principles and practices for effective privacy marketing.

This book is of immense value to managers, students, and anyone with an interest in understanding how and why big data and consumer privacy are transforming business. It goes beyond providing mere summary insights into privacy and offers a detailed and compelling action plan for improving performance by protecting against privacy threats and developing and implementing offensive privacy strategies. By embracing a customer-centric approach to privacy, organizations can foster trust, build long-term relationships, and achieve sustainable competitive advantage in the ever-evolving digital landscape.

\n Weight: 496g\n
Dimension: 242 x 166 x 18 (mm)\n
ISBN-13: 9783030037239\n
Edition number: 1st ed. 2019\n