In the past 15 years, the customer journey has become a multi-platform, multi-device bonanza, with data flooding in from laptops, desktops, mobiles, tablets, TVs and smart wearable devices. Thanks to a number of tracking methods – cookies first and foremost among these – marketers have learned to follow their customers throughout the journey and tailor their offering to match their interests and preferences. But in the past 7 years, customers have started to realize that they’re sharing this data for very little return, and that it’s travelling further and faster than they could have ever imagined. All of a sudden, data privacy and protection have become very real public concerns.
