We live in an increasingly digitized world. The depth of customer data grows every day as businesses strive to understand and predict their customers’ behavior and expectations. However, this expanse of information comes with a responsibility to respect and protect customer data by enhancing information governance policies and practices.

Digital adtech data is creating new opportunities for marketing organizations to gather a more holistic view of their customers’ and prospects’ behavior in the online space, but these new sources and uses of digital data create privacy and security challenges. Marketing organizations will need to determine how they define, create, control, and use this data.

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