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EXPERT PRESENTATION: Effective, Advanced Personalization in an Era of Consumer Privacy

June 4, 2019

Prerequisite: None

Dean Abbott

Co-Founder/Chief Data Scientist

Smarter HQ, Inc.

We live in an age of big data, where companies collect information on nearly every aspect of customer experiences. With more data, companies can understand shopper behavior and intent with far more precision than ever before, and with these insights, provide shoppers with timely, relevant information that improves the shopper experience. However, personalization done irresponsibly can come across as invasive and off putting, increasing customer fears about data privacy and data misuse. Privacy concerns have led to regulations such as The General Data Protection Regulation (EU) 2016/679 ("GDPR"), enacted May 25, 2018, and new US regulations such as the California Consumer Privacy Act (CCPA), to be enacted January 1, 2020.

This talk will describe how these two worlds can co-exist, summarizing consumer preferences for privacy and how brands can comply with legal and personal preferences and still recognize and understand their audiences. Descriptions of powerful personalization strategies that comply with privacy regulations will be provided through real-world use cases.

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