The fine line between personalization and privacy: Building meaningful relationships in the age of Big Data

This paper discusses the importance of giving consumers control and respecting their privacy when using Big Data.

The fine line between personalization and privacy: Building meaningful relationships in the age of Big Data

Katrina Lerman Communispace

Author's note

Early in 2013, inspired by growing trends like the Quantified Self and Open Data, thought leaders like Doc Searls and Joel Gurin, and previous work by teams at Communispace, I set out to conduct some research on the topic of privacy and personalized marketing - the consumer experience today and how it might look in the future.

I started, like any good researcher, by immersing my-self in the topic. I read dozens of articles, blog posts, and...

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