Five ways marketers can leverage personalisation – without violating privacy

In today’s digital-first marketplace, personalising the customer journey matters more than ever. As personalised marketing tools become increasingly intelligent, companies gain unparalleled insight into how their customers behave, which helps these brands better understand and cater to their target audiences.

In some cases, this insight can be a double-edged sword. People appreciate personalised customer experiences, but some users rebuff marketing tools that access information...