Privacy and Personalization: What the Data Tells Us
Posted: Thu Feb 13, 2025 3:52 am
In order to answer the opening question, we have relied on published studies and research on the subject, but the picture that emerges is not so clear-cut.
A McKinsey study from a few years ago found that 71% of consumers surveyed said they were in favor of personalized customer experiences , so much so that more than 76% of the same sample said they felt frustrated if it didn't happen.
In particular, as Gartner points out , the tendency to provide personal data and information in exchange for personalized experiences is greater among millennials.
A recent Gartner study , focused on privacy and personalization, however, shows how, while there is a risk due to poor personalization, there is also one linked to hyper-personalization which makes the consumer feel extremely "observed".
Personalized customer experience
The crux of the matter is therefore easily found in the level of transparency of data denmark mobile database collection and management that can be guaranteed : an ethical approach and clear information on the processing of the data itself, give security to users and put the brand in a good light .
The study “ Privacy by design: the benefits of giving people control ” carried out by Google and Ipsos on a sample of around 20,000 users across Europe and published in 2023, shows how consumers tend to prefer to buy from brands that give them more control over privacy with options to choose consents and personalization of ads.
Control, but not only: 43% of participants also say they are ready to change brands if the latter offers a more positive experience in terms of confidentiality.
The percentages reach even more significant levels if we also evaluate the degree of transparency of the brand itself in the methods and objectives of the collection.
Personalization yes, but only with a level of control over the data : if this is what emerges most from the published studies, it is interesting to note how people often declare, more in words than in deeds, their interest in preserving and protecting their data.
A McKinsey study from a few years ago found that 71% of consumers surveyed said they were in favor of personalized customer experiences , so much so that more than 76% of the same sample said they felt frustrated if it didn't happen.
In particular, as Gartner points out , the tendency to provide personal data and information in exchange for personalized experiences is greater among millennials.
A recent Gartner study , focused on privacy and personalization, however, shows how, while there is a risk due to poor personalization, there is also one linked to hyper-personalization which makes the consumer feel extremely "observed".
Personalized customer experience
The crux of the matter is therefore easily found in the level of transparency of data denmark mobile database collection and management that can be guaranteed : an ethical approach and clear information on the processing of the data itself, give security to users and put the brand in a good light .
The study “ Privacy by design: the benefits of giving people control ” carried out by Google and Ipsos on a sample of around 20,000 users across Europe and published in 2023, shows how consumers tend to prefer to buy from brands that give them more control over privacy with options to choose consents and personalization of ads.
Control, but not only: 43% of participants also say they are ready to change brands if the latter offers a more positive experience in terms of confidentiality.
The percentages reach even more significant levels if we also evaluate the degree of transparency of the brand itself in the methods and objectives of the collection.
Personalization yes, but only with a level of control over the data : if this is what emerges most from the published studies, it is interesting to note how people often declare, more in words than in deeds, their interest in preserving and protecting their data.