Marketing

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.

 

Marketing , Big Data

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