Privacy becomes a competitive advantage

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Often, the wishes of the marketing department are thwarted by data protection managers. But this conflict is fizzling out, as it becomes clear that solid data protection is the best thing that can happen to a brand.

For years, data experts have been raving about the vast amounts of new data bubbling up from countless sources. “Data is the oil of the 21st century” has been the creed so far. But in many cases a sense of gloom is spreading, because blindly collecting data does not deliver any business advantages. In the meantime, it has become clear that only data that provides added value should be collected. Especially in the case of personal data, this is of utmost importance due to legal and industry-specific requirements.

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