Find the Sweet Spot Between Personalization and Privacy

Ask your average consumer three simple questions:

1. Do you dislike spam? Typical answer: “Yes, of course.”  
2. Do you like personalized consumer experiences? Typical answer: “Yes, of course.” 
3. Are you willing to give up a certain amount of personal information so vendors can personalize engagements with you? Typical answer: “Errrrrmmmmm… ”

And there’s the rub. You can’t have it all.