For Latitude’s chief data officer, Kshira Saagar, two topics must be front and centre for marketing leaders in 2021. Perhaps surprisingly, the first is not a technical issue but one of acknowledgement and communication.
“Marketers need to acknowledge they do use customer specific information, and then come forth on how they plan to ensure no discrimination or bias creeps into how they use this data,” Saagar tells CMO. “This would be more of a promise and a commitment from marketers to their customers, given the increased awareness and anxiety among customers on how their data is being used.”
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