These days, it seems like every online service wants to personalize everything. Certainly, lots of organizations, along with their marketing teams, have gained a lot of momentum from implementing that strategy.
But where’s the limit? What if we’re inching ever closer to an inevitable backlash? And, what would that backlash look like?
A new study from the consulting firm Accenture suggests we might soon see a stronger desire for control among consumers. The Accenture Technology Vision 2019 report describing a “post-digital era” doesn’t focus on data alone, but its points on data in particular reflect a shifting digital tide—one that can’t be blamed solely on the European Union’s General Data Protection Regulation.
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