The intelligent marketer's guide to data privacy : the impact of big data on customer trust /: the impact of big data on customer trust. (2019)

• Record Type: Book
• Further Information: Note: Robert W. Palmatier, Kelly D. Martin.
• Authors: Palmatier, Robert W; Martin, Kelly D
• Contents: Part II Defensive Strategies: Protecting from Threats Chapter 4: Big Data's Marketing Applications and Customer Privacy Introduction Advances in Marketing Applications Understanding the Marketing Environment Precision Targeting Big Data's Role in Value Creation, Communication, and Delivery Big Data's Inherent Tensions Company Benefits Company Challenges Customer Benefits Customer Challenges Potential and Peril of Artificial Intelligence in Marketing Novel Applications Customer Vulnerability Escalation Chapter 5: Inoculating Against Customer Vulnerability Introduction No Company Is Safe Spillover Effects Competitive Effects In Praise of Data Minimization From a Data-Driven Culture to a Customer Learning Culture Empowering Customers with Transparency and Control Breaking Down Transparency and Control Customer Empowerment Outcomes Keeping the Customer Relationship Focal: Advice to Managers Chapter 6: Privacy Failures and Recovery Strategies Introduction Data Breach as Marketing Crisis Recovery Effectiveness: What Customers Want Customer Vulnerability and Firm Benevolence Customer Behavior Effects Learning from Bearers of Bad News The Medical Example How Bad Is It? Sources of Severity Customer-Focused Data Breach Recovery Strategies Recovery Strategy Delivery Recovery Strategy Content Keeping the Customer Focal: One More Reminder Part III Offensive Strategies: Competing with Privacy Chapter 7: Understanding and Valuing Customer Data Introduction Firm Perspectives on Data Value Sources of Firm Value Sources of Data Customer Perspectives on Data Value Sources of Customer Value Putting a Price Tag on Customer Data Customer Privacy Value Framework Analyzing Customer Valuations of Data Strategies for Sharing Data Value with Customers Chapter 8: Data Privacy Marketing Audits, Benchmarking, and Metrics Introduction Data Privacy Marketing Audits Benchmarking Privacy Marketing Practices Customer Perspectives Regulatory and Legal Perspectives Employee Perspectives Data Privacy Marketing with SWOT Analysis Data Privacy Marketing: Objectives, Strategies, and Action Plans Data Privacy Metrics Chapter 9: Effective Privacy Marketing Strategies Introduction Six Tenets for Effective Privacy Marketing Tenet #1: Avoid Customer Data Vulnerability Tenet #2: Balance Big Data and Privacy Tenet #3: Share Data Value Tenet #4: Preempt Privacy Regulations Tenet #5: Recover from Data Breaches Tenet #6: Audit for Knowledge Future of Data Privacy Marketing.
• Publisher Details: Basingstoke, Hampshire : Palgrave Macmillan
• Publication Date: 2019
• Extent: 1 online resource, illustrations (black and white, and colour)
• Subjects: 658.812; Customer relations; Privacy, Right of; Data mining -- Social aspects; Big data -- Social aspects
• Languages: English
• ISBNs: 9783030037246
• Related ISBNs: 9783030037239
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.