Marketing ,
Big Data
The Data Dilemma
Using big data to tailor ads can backfire with customers.
August 19, 2016
| by
Sukhjit Ghag
Beth Rimbey
The more spot-on the ad, the more we’re suspicious that a seller knows too much about us. Stanford Graduate School of Business Associate Professor of Marketing Pedro M. Gardete says companies need to be up front about data collection to keep trust intact.
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