MARTECH ADVISOR: Privacy, Data, and the Consumer: What US Thinks About Sharing Data

"But if we have the right data, for the right reasons, if we keep it safe and if we can make it more transparent how we’re using that data to provide a more respectful, personalized, fairer and rewarding service to the consumer, the trust will grow. Equally, we need to trust the consumer, again by providing transparent access to the data we hold, clarity around how we use it and the ability for them to control their data."

Surajit Nath, Research Director of MarTech Advisor