Information is useful, knowledge is power, but if unrestricted and abused access and use of information can lead to unnecessary brand risks.
Marketers and product managers need to leverage information collected about consumers to inform their strategies and drive successful outcomes. Using information responsibly, protecting consumer privacy and complying with laws and regulations can keep a brand safe and even be a brand differentiator.
Privacy issues and regulations important to marketers and product managers.
Current legal and political environment and its impacts on products and marketing.
Recent technology that continues to strain the bounds of what is private and what is public.
How to leverage information the right way to deliver relevant customer experiences (while sharing some examples of the wrong ways to use information).
How using information responsibly can enhance your brand (irresponsible use can have the opposite effect).