A study by consulting firm Accenture Interactive finds consumers want to know more about how brands are using personal data, noting businesses should be more mindful of consumer privacy in developing marketing strategies, Marketing Dive reports. The study found 73% of 8,000 consumers surveyed said they are more willing to share personal data despite privacy concerns when brands are transparent, and 69% said they won’t do business with a brand if its data usage is invasive. “Accenture Interactive’s study highlights the challenge that [chief marketing officers] face in personalizing products and services for customers while respecting their growing demands for privacy,” the report states.
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