GDPR Forces a Rekindling of the People-Centric Approach to Marketing
Aug 14, 2018 ·
23m 48s
The next BriefingsDirect digital business innovation discussion explores how modern marketing is impacted by the General DataProtection Regulation (GDPR). Those seeking to know their customers well are finding that this...
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The next BriefingsDirect digital business innovation discussion explores how modern marketing is impacted by the General DataProtection Regulation (GDPR). Those seeking to know their customers well are finding that this sweeping new European Union (EU) law forces a dramatic shift in how customer data can be gathered, shared, and protected. And it means that low-touch marketing by mass data analysis and inference alone likely will need to revert to the good-old-fashioned handshake and more high-touch trust building approaches that bind people to people, and people to brands. Here to help sort through a more practical approach to marketing within the new requirements of highly protected data is Tifenn Dano Kwan, Chief Marketing Officer at SAP Ariba. The interview is moderated by Dana Gardner, Principal Analyst at Interarbor Solutions. [Sponsor: SAP Ariba.]
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| Author | Dana Gardner |
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