Data collection should generate benefits for the consumer

[rubinaruma]

But the thing is, he didn't know why they were collecting his data. He wasn't clear about what would be done with his personal information. And to be honest, it wasn't even clear to me, I'm just making assumptions.

Where am I going with this? Let’s go back again to the Adobe belgium phone number list study that shows that 65% of respondents believe that information collected from digital interactions benefits only the company, not the consumer .

But that's not (or at least shouldn't be) true. We should treat data as a two-way street where there's mutual benefit for both the business and the consumer.

While the brand benefits from the many possibilities that well-analyzed data provides (more on this later), the consumer gets personalized experiences and targeted communications.

Making good use of data
Creating a personalized, customer-centric atmosphere is a key factor in becoming a successful brand, and data is essential to making that happen.