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The Consumer-data opportunity and the privacy imperative
Recurso electrónico / Electronic resource
MAP20200030485
The Consumer-data opportunity and the privacy imperative
/ Venky Anant...[Et al.]. — New York : McKinsey & Company, 2020
9 p. . — (Risk Practice)
Sumario: As consumers increasingly adopt digital technology, the data they generate create both an opportunity for enterprises to improve their consumer engagement and a responsibility to keep consumer data safe. These data, including locationtracking and other kinds of personally identifiable information, are immensely valuable to companies: many organizations, for example, use data to better understand the consumer's pain points and unmet needs. These insights help to develop new products and services, as well as to personalize advertising and marketing (the total global value of digital advertising is now estimated at $300 billion)
1. Gerencia de riesgos ‌. 2. Nuevas tecnologías ‌. 3. Gestión de datos ‌. 4. Protección de datos ‌. 5. Comportamiento del consumidor ‌. I. Anant, Venky ‌. II. McKinsey & Company ‌. III. Risk Practice ‌. IV. Title.